Use Cases

Here is a list of example business questions that can be answered with Cosmention. There are many more possibilities than those listed here. We encourage you to explore all options of the tool. See the manual for an explanation of the user interface.

To learn more about statistical details, click the question mark icons in the tool.

Whole market level

Which ingredients are currently trending?
  1. Go to the Ranking tab
  2. Select the “ingredients” table
  3. Select a timeframe for the analysis, for example 1 month

The ingredients are shown in order of share of voice. The most commonly mentioned ingredients are at the top. You may also sort by the largest rise in share of voice by clicking on the respective column header.

Is "glossy" more popular than "matte"?
  1. Go to the analysis tab
  2. Type the word “glossy” into the search box and select it from the drop down menu
  3. In the card “Mentions over time”, select “Comparison”
  4. Type “matte” into the “select entities for comparison” box

This will show the share of voice in comparison. You may also select a comparison mode: “Share of Voice” shows an absolute comparison; “Growth rates” shows a comparison of relative performance (percentage change).

How is the popularity of "matte" likely to develop in the next month?
  1. Go to the Analysis tab
  2. Type the word “matte” into the search box and select it from the drop down menu
  3. On the “Mentions over time” card, select “Forecast”

Click the question mark button at the top right of the card to learn more about forecasts.

Category level

What is the best reviewed concealer?
  1. Go to the Ranking tab
  2. Select the “products” table (the default one where you start)
  3. In the filters at the top, go to the categories menu. Click “None” to deselect all categories. Then type “concealer” into the search box and check the highlighted entries.
  4. To sort the table by rating, click on the column header “Rating”

You may also sort by the number of reviews by selecting the column header “Reviews”.

Which new moisturizers were launched recently?
  1. Go to the newsfeed tab (the default one where you start when opening Cosmention)
  2. Select the “New products, brands and trends” type
  3. Use the category menu to filter by Skincare -> Moisturizer
Menu

The new moisturizers are listed as news cards.

Brand level

Which brands are frequently mentioned with hashtag grwm (get ready with me)?
  1. Go to the Big Picture tab
  2. Select “Entity types” in the color by menu at the top left.
  3. Select grwm from in the box on the left. You can also search for it quicker by typing in its name. You may have to remove the previous content of the box by pressing backspace.
  4. Note the marker in the big picture graph and zoom to grwm. You’ll see the related brands, products and hashtags.

Click the question mark icon at the top right of the card to learn more about the cluster analysis.

Which is mentioned more frequently, brand X or brand Y?
  1. Go to the Analysis tab
  2. Type the first brand name into the search box and select it from the drop down menu
  3. In the card “mentions of time”, select “comparison”
  4. Type the second brand name into the “select entities for comparison” box

This will show the share of voice in comparison. You may also select a comparison mode: “Share of Voice” shows an absolute comparison; “Growth rates” shows a comparison of relative performance (percentage change).

In which country is brand X googled most frequently? How did that change in the last months?
  1. Go to the Analysis tab
  2. Type the first brand name into the search box and select it from the drop down menu
  3. Scroll down to the “Web searches by country” card

The “Web searches by country” is not available for all brands. If the card is not there, it means Cosmention does not have enough data.

To learn more, click the question mark at the top right.

Which brands have lost popularity in the last months?
  1. Go to the Ranking tab
  2. Select the brands table
  3. Select a timeframe for the analysis, for example 1 month
  4. Sort by the “Share of Voice % change” column by clicking on its header.

You may also view a visual representation of the statistics by clicking on the graph symbol at the top right of the card.

Which hashtags and ingredients are associated with brand X?
  1. Go to the Big Picture tab
  2. Select “Entity types” in the color by menu at the top left.
  3. Select the name of brand X from in the box on the left. You can also search for it quicker by typing in its name. You may have to remove the previous content of the box by pressing backspace.
  4. Note the marker in the big picture graph and zoom to it. You’ll see the related hashtags and ingredients.

Click the question mark icon at the top right of the card to learn more about the cluster analysis.

Ingredient level

Which are the most engaging social media posts that mention ingredient X?
  1. Go to the Analysis tab
  2. Type the first brand name into the search box and select it from the drop down menu
  3. Scroll to the “Social media posts” card

This will show the most engaging social media posts. You may read the full text of the posts by expanding a row via the symbol on the left. You may see the original post by clicking the social media link in the “Source” column.

You may also filter by a specific date. To do that, scroll to the “Mention over time” card, go to the “Highlights” tab and click in a date in the graph. The social media posts table will be filtered by that date.

Which products are frequently mentioned together with ingredient X?
  1. Go to the Big Picture tab
  2. Select “Entity types” in the color by menu at the top left.
  3. Select the name of the ingredient in the box on the left. You can also search for it quicker by typing in its name. You may have to remove the previous content of the box by pressing backspace.
  4. Note the marker in the big picture graph and zoom to it. You’ll see the related products.

Click the question mark icon at the top right of the card to learn more about the cluster analysis.

Not all ingredients are available in the big picture analysis. If an ingredient is missing, it means that Cosmention does not have enough data.

Which ingredients are frequently mentioned in category X?
  1. Go to the Ranking tab
  2. Select the ingredients table
  3. In the categories filter at the top, select one or more categories to filter by

You’ll see the ingredients ranked by their share of voice. Note the filter notice at the top: only posts that also mention a product from a relevant category are counted.

Product level

What is the share of sponsored posts that mention product X?
  1. Go to the Analysis tab
  2. Type the product name into the search box and select it from the drop down menu
  3. On the “Mentions over time” card, select “Sponsored posts”
Did product X perform better or worse than similar products?
  1. Go to the Analysis tab
  2. Type the product name into the search box and select it from the drop down menu
  3. On the “Mentions over time” card, select “Comparison”

You’ll see share of voice of the product in comparison to the combined share of voice of its category index. An index is a basket of products in the same category.

You may also select a comparison mode: “Share of Voice” shows an absolute comparison; “Growth rates” shows a comparison of relative performance (percentage change).

How did the price of product X change over the last months?
  1. Go to the Analysis tab
  2. Type the product name into the search box and select it from the drop down menu
  3. Scroll to the “Price history” card.
How is product X reviewed? Is that better or worse than the category average?
  1. Go to the Analysis tab
  2. Type the product name into the search box and select it from the drop down menu
  3. Scroll to the “Reviews” card
  4. Select “Comparison”. You’ll see the product’s average rating compared to other products in the same category.

Not all products have a “Reviews” card. If it is not there, it means that Cosmention doesn’t have enough reviews of the product.

Which aspects of product X do consumers review positively or negatively?
  1. Go to the Analysis tab
  2. Type the product name into the search box and select it from the drop down menu
  3. Scroll to the “Reviews” card
  4. Select “Aspects”. You’ll see the most commonly mentioned aspects of the product. On the right, you’ll see the average rating given in reviews that mention an aspect.

To see individual reviews, click on “Detail” and use the filter options on the left.

Not all products have a “Reviews” card. If it is not there, it means that Cosmention doesn’t have enough reviews of the product.