Wearable Tech Launches
In finding consumer sentiment towards some health and wellness tech products, we saw that consumers had mostly positive attitudes towards these products. For Casper, we saw that their product sold $1 million worth of mattresses in the first 28 days, for HeartMath we saw mixed receptions for their apps, for Muse we saw that 100% of tech-centric people would recommend the Muse 2 to others, and for Gravity Blanket, we saw that they raised $4,729,263 of a $21,500 goal on Kickstarter. For two of the oldest launches, Casper and HeartMath, we analyzed forums, tweets, and comment boards, while for the newer launches, we used social media and web analytics tools by North Carolina State University and Brand24. We discuss our findings in full length below.
In the week of Casper's launch, there were popular discussions about the product on two subreddits: r/Frugal and r/shutupandtakemymoney. Reddit has surpassed Facebook to be the number one most visited social network in the US and has also become the number one most visited site in the US behind Google and Youtube. This shows how relevant commentary on Reddit is to real life.
In r/Frugal, a popular comment spoke of the need for disruption in the mattress market. Other popular comments praised the company's responsiveness, while others criticized the price and compared it to the competition. In r/shutupandtakemymoney, there were some similar themes about having cheaper mattresses elsewhere, but there were many positive comments from those who already owned memory foam mattresses, while others were curious about the mattress. One of the major criticism on Reddit and elsewhere spoke of the 'marketing speak' of the website, which gave no information on specs which could help buyers know if the mattress is right for them.
Casper seemed to shake off early mixed reviews as it managed to sell $1 million worth of mattresses in the first 28 days. In the months following the launch, the media did very positive features of the company, and there was a lot of positivity on social media as well. Ashton Kutcher, actor, and investor tweeted a picture of a Casper mattress box at his front door, which gained over 170 retweets and nearly 700 favorites on Twitter, which means people were really interested in what they saw.
At CES 2013, HeartMath showed off an app that they made in collaboration with The Huffington Post called "GPS for the Soul" and another app that they made on their own called the Inner Balance app, which worked in conjunction with their Inner Balance hardware. Arianna Huffington, who is the owner of The Huffington Post and a social media influencer, tweeted that she was going to be by HeartMath's booth. There were positive responses, such as the tweet that said "heartmath rocks", while other responses were curious, such as the tweet which asked, "What's heartmath?"
Reviews have been somewhat mixed but tilted toward positive, where one called the GPS app helpful and fun. However, there were some commenters who were indifferent towards the app, such as can be seen on a tweet by The Huffington Post. On Engadget, a popular tech news website, reviews were more matter-of-fact about their Inner Balance app, stating how their apps are used by the military. Since this can be interpreted as a good thing, this should be noted as a positive review.
HeartMath's most recent product is an e-learning platform for children. The reviews that were written were largely positive, and all reviews written around the time of launch were 100% fully positive).
The sentiment towards the launch of their latest Muse 2 product has been overwhelmingly positive. Muse did a launch on the popular tech product site Product Hunt, which has an audience that is mostly tech-centric, and the feelings the audience displayed were excitement and anticipation. Product Hunt has its own sentiment tool above the comment section, and it shows that as of now 41 people would recommend the product, with there being no neutrals or detractors.
When we used social media tools to analyze "Muse 2" and "muse2" keywords, we found that tweets have been generally positive, with a higher frequency of tweets showing feelings of calm, relaxation, and serenity. When a full web analysis was done, 100% of the sentiment was positive when tested from October 30, 2018, to 30 days after.
The Gravity Blanket is one of Kickstarter's most successful campaigns, as it managed to raise $4,729,263 of its $21,500 goal. This shows that people were very excited about the product before its official launch, which was on April 26, 2017.
From their launch date to 30 days later, 100% of the sentiment by consumers on the web at large was positive, with most people forming their opinions by way of video. When we analyze tweets, we see that up until now 100% of tweets made with the "Gravity Blanket" keyword fell in the pleasant-subdued quadrant, with most inching toward the 'calm' and 'relaxed' points. Even though the "gravityblanket" keyword shows a low number of tweets in the unpleasant-subdued quadrant, they seem insignificant when looking at the frequency of tweets made that fall in the pleasant-subdued quadrant.