Abstract:

Brand Semantic Clustering suggests innovation, comprehensive, spontaneous, perennial and economic outlook on market research. It provides insights concerning brands based on the semantic clustering of spontaneous data on the main social networks. It combines human discourse analysis and artificial intelligence, thus allowing that the depth of the qualitative survey reaches an even larger scope than the traditional quantitative tools. This methodology was selected for the Brand Audit of Ambev's premium national brands because, in addition to the aforementioned advantages, it also focuses on discourse analysis. Since these brands were promulgated through word of mouth, determining what generated peaks of conversations and to which level they differed across the singular regions of the country.