SOURCE: NetBase

NetBase

January 04, 2011 14:47 ET

Weight Watchers Takes the Cake: NetBase Brand Passion Index Discovers Dieters' Favorite Programs

Regular Food and Moderation Is the Formula for Reaching New Year's Resolution Goals

MOUNTAIN VIEW, CA--(Marketwire - January 4, 2011) - NetBase, the Insight Discovery company, today announced the latest Brand Passion Index, which measured consumer passion for weight loss brands expressed via social media. Since the New Year ushers in healthy eating resolutions, the Index used NetBase's ConsumerBase tool to surface the emotions and passion levels associated with seven of the top weight loss organizations and diets, including Weight Watchers, Jenny Craig, Slim-Fast, Nutri-System, the Atkins Diet, the Zone Diet and the South Beach Diet.

So who do consumers turn to for help in shedding those extra pounds and staying true to their New Year's resolutions? Metrics provided by ConsumerBase showed that the winner here is Weight Watchers. The social insight tool discovered nearly 90% positive emotion for Weight Watchers, 51% of those reflecting "love." Despite aggressive marketing campaigns and multiple celebrity endorsements, Jenny Craig turned up only 20% love, and only 12% of the volume of chatter that Weight Watchers captured.

Verbatim surfaced about Weight Watchers reflected the company's grassroots and word-of-mouth marketing. Loyal fans expressed an appreciation for its 'diet-that's-not-a-diet' approach, as well as its emphasis on regular food and moderation.

What I really love about Weight Watchers is that they allow you to eat any foods you like as long as you eat them in moderation

...For anyone wondering if Weight Watchers really works, or if it is worth it, I am here to say that it totally does. It is a great program and I love it

What I love most about Weight Watchers Online is that you use regular food

In contrast, consumers who had experimented with Jenny Craig criticized its frozen, unhealthy food, expense, and short-term solutions.

And I despise Jenny Craig and stuff because minimizing calories with crappy processed frozen food is not how to get healthy

The healthy way is the best way. I just do not like Jenny Craig because it is such horrible food and such a sickening program

I could no longer afford Jenny Craig and when I stopped the diet I gained every bit back

And while the less-publicized South Beach Diet gathered only a fraction of the chatter that Weight Watchers did, it also scored big with consumers trying to get small, thanks largely to its reported success in curbing cravings for carbohydrates. 

What I love about South Beach Diet is that you feel satisfied and don't have hunger attacks and bad carb cravings... it makes good sense

One of the reasons why I like the South Beach diet is that Phase 1 focuses on curbing carb cravings

Each month, the Brand Passion Index analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog.

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About NetBase
NetBase, the Insight Discovery company, provides social media research and analysis tools that help market researchers and brand managers understand consumer opinions, emotions, and behaviors as expressed in social media and on the Web. Our state-of-the-art natural language processing (NLP) engine reads billions of conversations from more than 75 million social media sources. It automatically organizes up to one year of brand-related chatter to help uncover actionable insights. Over 60 global brands, including Coca-Cola, Procter & Gamble and JD Power & Associates depend on NetBase as their tool of choice for social media understanding. Based in the heart of Silicon Valley, NetBase is a privately held company. For more information, visit: http://www.netbase.com/?o=E.

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