Social Media Sentiment and Keyword Analysis for a Coffee Shop

Executive Summary

This case study reviews customer feedback for a coffee shop chain, focusing on sentiment trends across different product categories. Using social media reviews from January 1 to March 31, 2024, we identified top customer preferences and issues. The findings show areas to improve quality and value, especially for low-rated items like Banana Bread.

Problem Statement

The coffee shop wants to understand customer satisfaction and key concerns through social media reviews. Specifically, it aims to analyze sentiment and spot patterns in feedback across five product categories: hot coffee, iced drinks, non-coffee drinks, pastries, and light meals. These insights will help improve the customer experience and guide marketing strategies.

Approach

1. Data Collection: We gathered customer reviews from Facebook, Instagram, Twitter, and Google, focusing on different product categories.

2. Sentiment & Keyword Analysis: Using BigQuery’s Gemini, we categorized reviews as positive or negative and extracted keywords to identify common themes about taste, price, and service.
3. Report Generation: Reports showed sentiment distribution and keyword frequency by product category, highlighting products with the best and worst reviews.

Results

1. Sentiment Overview

• The overall sentiment was split, with 252 positive and 248 negative reviews.
• Doughnuts had the highest positive feedback, praised for quality, while Banana Bread had the most negative reviews, often criticized for its price.

2. Sentiment by Product Category

• Pastries and Baked Goods: 57 positive vs. 54 negative reviews, suggesting room for quality improvement.
• Hot Coffee: Similar numbers of positive (51) and negative (52) reviews, pointing to inconsistent customer experiences.
• Non-Coffee Drinks & Iced Drinks: More negative feedback, indicating quality concerns.

3. Key Themes

• Positive reviews mentioned “great quality” and “highly recommended.”

• Negative reviews focused on pricing and value issues, especially for Banana Bread.

Visualization

Explore the full visualization here:

Recommendations

• Enhance Value Perception: Address pricing concerns for low-rated items like Banana Bread by offering discounts or improving ingredient quality to match customer expectations.
• Improve Quality Consistency: Prioritize quality and service for beverages and pastries, as these items received mixed feedback.
• Platform-Specific Strategies: Pay close attention to Twitter, where reviews were more negative, and use Google and Instagram to promote well-rated items like Doughnuts through targeted campaigns.

Conclusion

By reviewing customer feedback from social media, this coffee shop chain can improve product quality, value, and marketing. Focusing on quality consistency and targeted promotions will create a better customer experience and increase loyalty.