Singapore: How AI technology could improve consumer acceptance to palm oil – study

Published 2021년 1월 26일

Tridge summary

A study by 113 Industries has found that there are consumer segments with undecided opinions on palm oil, which the industry needs to reach through AI technology to improve its online narrative. The study analyzed 240,000 online posts on palm oil from May 2019 to April 2020 and identified consumer behavioral patterns. It recommended targeting 'Inquirers and Followers' with positive messages about palm oil's benefits and sustainability. The study also highlighted the importance of the term 'sustainable palm oil' and the use of the phrase 'free from' in promoting palm oil and noted that while many are aware of the palm oil controversy, most are not. The study suggested that the industry use AI to develop strategic messaging for different stages of the palm oil supply chain.

Disclaimer:The above summary was generated by Tridge's proprietary AI model for informational purposes.

Original content

Based on a data from consumer behavioural firm 113 Industries, there exist specific segments of consumers that have yet to make a decision about whether palm oil is ‘good’ or ‘bad’, and the industry needs to utilize AI tech to reach these consumers if it hopes to improve the online narrative surrounding palm oil. The study covered datasets from 240,000 online posts on palm oil between May 2019 and April 2020, obtained from social platforms such as Twitter, Instagram, Reddit and MyFitnessPal. AI and Natural Language Processing (NLP) technology was utilised to identify consumer behavioural patterns and build a model based on this data. According to 113 Industries Director of Insights and Strategy Jenna Monocello Kerr who presented on the study at the recent Palm Oil Trade Fair and Seminar (POTS) 2021, the key to changing online consumer perceptions about palm oil lies in targeting the right, ‘undecided’ consumer segments and swaying them to the positive side. “These Inquirers and ...

Source: Food Navigator Asia