TCHO Social Intelligence Analysis by Michael Osofsky (@mosofsky) 3 rd Quarter 2012 Disclaimer: This study is provided to the public as a showcase of NetBase Social Intelligence and was not requested, commissioned, nor endorsed by any of the companies mentioned.
My favorite brand of dark chocolate is TCHO. I was curious to see what other people thought of it so I conducted this perception study using social media. I hope you enjoy the analysis as much chocolate itself ;-)
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
TCHO Social Intelligence Analysis
by Michael Osofsky (@mosofsky)3rd Quarter 2012
Disclaimer: This study is provided to the public as a showcase of NetBase Social Intelligence and was not requested, commissioned, nor endorsed by any of the companies mentioned.
This study analyzes consumer perception of TCHO, a brand of dark chocolate.
Source data:
Social Media - content generated by consumers (twitter, facebook, blogs, etc.)One year of history, updated with high frequency, cleansed for spamRepresentative sampling employed when necessary (95% confidence level)
Methodology:
Social Web 360°Analysis – In-depth look into the market through the following lenses:
Lens Example
Product Tcho
Category dark chocolate
Competition Dove, Lindt, Hershey’s, Godiva, Ghirardelli, etc.
Well, some of the flavors at TCHO are very good. So far I like the nutty but thought the "chocolate" was too waxy. Which is why a tour or tasting could be useful. - chowhound.chow.com
Well, some of the flavors at TCHO are very good. So far I like the nutty but thought the "chocolate" was too waxy. Which is why a tour or tasting could be useful. - chowhound.chow.com
TCHO is great chocolate and I think their product is really smart…basically teaching people about the different qualities of chocolate so they can figure out what they like. I think citrus and nutty are my favorites. - angleofreflection.wordpress.com
TCHO is great chocolate and I think their product is really smart…basically teaching people about the different qualities of chocolate so they can figure out what they like. I think citrus and nutty are my favorites. - angleofreflection.wordpress.com
@docsconz I love the "citrus" from @TCHOchocolate! - twitter.com@docsconz I love the "citrus" from @TCHOchocolate! - twitter.com
I am a hot chocolate groupie, so of course I loved every sip of it. It was pretty small for $4, but I get it I suppose. That TCHO stuff is expensive (I think a small bar is $4, too, at the grocery store), but it [That TCHO stuff]'s so delicious. I also had a salad since I didn't really want to have the sandwich or the quiche on the menu, and it had goat cheese, walnuts, and a light strawberry vinaigrette. I ordered it along with my hot chocolate, but they somehow forgot that I ordered it and I didn't get it for a while. - yelp.com
I am a hot chocolate groupie, so of course I loved every sip of it. It was pretty small for $4, but I get it I suppose. That TCHO stuff is expensive (I think a small bar is $4, too, at the grocery store), but it [That TCHO stuff]'s so delicious. I also had a salad since I didn't really want to have the sandwich or the quiche on the menu, and it had goat cheese, walnuts, and a light strawberry vinaigrette. I ordered it along with my hot chocolate, but they somehow forgot that I ordered it and I didn't get it for a while. - yelp.com
So if you don't like dark chocolate you probably won't like this. They have flavors that, if you know there's a difference and think about it you might be able to depict it. TCHO's prices are rather high; the cheapest thing one can get is an individually wrapped square of chocolate no more than 2"X2" for 75 cents. They also sell coffee, hot chocolate, and cookies as well. It was perhaps a bit overpriced. - yelp.com
So if you don't like dark chocolate you probably won't like this. They have flavors that, if you know there's a difference and think about it you might be able to depict it. TCHO's prices are rather high; the cheapest thing one can get is an individually wrapped square of chocolate no more than 2"X2" for 75 cents. They also sell coffee, hot chocolate, and cookies as well. It was perhaps a bit overpriced. - yelp.com
Market TCHO as a luxury chocolate
Explain to consumers why TCHO is
worth the expense
I am a hot chocolate groupie, so of course I loved every sip of it. It was pretty small for $4, but I get it I suppose. That TCHO stuff is expensive (I think a small bar is $4, too, at the grocery store), but it [That TCHO stuff]'s so delicious. I also had a salad since I didn't really want to have the sandwich or the quiche on the menu, and it had goat cheese, walnuts, and a light strawberry vinaigrette. I ordered it along with my hot chocolate, but they somehow forgot that I ordered it and I didn't get it for a while. - yelp.com
I am a hot chocolate groupie, so of course I loved every sip of it. It was pretty small for $4, but I get it I suppose. That TCHO stuff is expensive (I think a small bar is $4, too, at the grocery store), but it [That TCHO stuff]'s so delicious. I also had a salad since I didn't really want to have the sandwich or the quiche on the menu, and it had goat cheese, walnuts, and a light strawberry vinaigrette. I ordered it along with my hot chocolate, but they somehow forgot that I ordered it and I didn't get it for a while. - yelp.com
My initial reaction was "$4.75 for a small mocha are you serious??" Although it is on the pricier side, this has got to be my favorite cup of mocha I have ever had. The chocolate is from TCHO (a local sf chocolate company) and that made sense to why the mocha was so expensive (TCHO chocolate is EXPENSIVE) the design on top of the coffee was pretty cool too. it was in a leaf shape and I was impressed how effortlessly the barista did that. I went with a group and tried the cappuccino, cafe mocha, and a cafe au lait. - yelp.com
My initial reaction was "$4.75 for a small mocha are you serious??" Although it is on the pricier side, this has got to be my favorite cup of mocha I have ever had. The chocolate is from TCHO (a local sf chocolate company) and that made sense to why the mocha was so expensive (TCHO chocolate is EXPENSIVE) the design on top of the coffee was pretty cool too. it was in a leaf shape and I was impressed how effortlessly the barista did that. I went with a group and tried the cappuccino, cafe mocha, and a cafe au lait. - yelp.com
Makes no kind of sense to me. Do you like chocolate and free things? TCHO is a cute little chocolate factory on the Embarcadero that offers free tours twice daily. But excise any images of Oompa Loompas from your head. This place is run like a web startup (their current CEO and president were the founders of Wired). - yelp.com
Makes no kind of sense to me. Do you like chocolate and free things? TCHO is a cute little chocolate factory on the Embarcadero that offers free tours twice daily. But excise any images of Oompa Loompas from your head. This place is run like a web startup (their current CEO and president were the founders of Wired). - yelp.com
Advertise TCHO’s free tour
Brainstorm new and interesting
ways to engage kids, as well as
adults, during the tour
If u ever go to a TCHO factory tour it [TCHO factory tour] is hella boring Btw. – facebook.com If u ever go to a TCHO factory tour it [TCHO factory tour] is hella boring Btw. – facebook.com
Another Hubbubberylyless morning here in the Glosli household. Kinda weird actually but I’m loving it. There is a free chocolate tour at Tcho chocolate located on one of the piers in S.F. that I read about, could be fun to take the kids on Friday. – wordpress.com
Another Hubbubberylyless morning here in the Glosli household. Kinda weird actually but I’m loving it. There is a free chocolate tour at Tcho chocolate located on one of the piers in S.F. that I read about, could be fun to take the kids on Friday. – wordpress.com
But their milk chocolate is one of the best I've ever had, exceptionally creamy and smooth. I think it's worth the price when you take into consideration the fact that it is fair trade and the growers are being treated with respect. I've gotta admit, I was pretty disappointed in the factory tour at TCHO. Granted, their factory (which is on the Embarcadero) is pretty small, so there's not much to be expected, but... ...basically we were just ushered into a holding pen, shown a video praising the virtues of TCHO chocolate and the company, and then given a 5 minute walk-through of the factory space. - yelp.com
But their milk chocolate is one of the best I've ever had, exceptionally creamy and smooth. I think it's worth the price when you take into consideration the fact that it is fair trade and the growers are being treated with respect. I've gotta admit, I was pretty disappointed in the factory tour at TCHO. Granted, their factory (which is on the Embarcadero) is pretty small, so there's not much to be expected, but... ...basically we were just ushered into a holding pen, shown a video praising the virtues of TCHO chocolate and the company, and then given a 5 minute walk-through of the factory space. - yelp.com
I guess I find it irritating when a business really pushes the idea that they're super conscious of where they get their product from, and only support certain farmers for varying socially just reasons... It [business]'s probably all true, and TCHO is probably way better at caring about people than I am –yelp.com
I guess I find it irritating when a business really pushes the idea that they're super conscious of where they get their product from, and only support certain farmers for varying socially just reasons... It [business]'s probably all true, and TCHO is probably way better at caring about people than I am –yelp.com
I also do care and understand @TCHOchocolate works very closely with their farmers. –twitter.comI also do care and understand @TCHOchocolate works very closely with their farmers. –twitter.com
"TCHOSource intelligently blends modern technology and field practice to help raise farmer income. Rather than simply paying for certifications, TCHO empowers farmers with the tools they can use to make a better product: technology, knowledge transfer, and the motivation to innovate. TCHO firmly believes that the best, longest lasting change rests on the win-win of mutual self-interest?we get better beans, the farmer gets better prices." now thats amazing, hows that for a thought GJ? –diecastaircraftforum.com
"TCHOSource intelligently blends modern technology and field practice to help raise farmer income. Rather than simply paying for certifications, TCHO empowers farmers with the tools they can use to make a better product: technology, knowledge transfer, and the motivation to innovate. TCHO firmly believes that the best, longest lasting change rests on the win-win of mutual self-interest?we get better beans, the farmer gets better prices." now thats amazing, hows that for a thought GJ? –diecastaircraftforum.com
A proud Bay Area Native, I will plug TCHO - my favorite slave free, hand made chocolate! –twitter.comA proud Bay Area Native, I will plug TCHO - my favorite slave free, hand made chocolate! –twitter.com
Here's one reason why I like this American chocolate-maker so much: TCHO: We Are - No Slavery –facebook.comHere's one reason why I like this American chocolate-maker so much: TCHO: We Are - No Slavery –facebook.com