How Caribbean Brands Can Track & Respond to Public Sentiment

Imagine you are a business owner, a Roti Shop to be precise. However, overtime you noticed that your sales are dipping, and you constantly have an empty roti shop. Mind you, your roti is the best, this is your opinion. However, your customers are sharing the complete opposite sentiment online.

Their sentiments is the cause your customers to dwindle and therefore it explains why business is not as hot as the roti you’re serving. Now, this could have been avoided had you been tracking your brand’s presence online which would have allowed you to have a perfect overview of your brand’s public sentiment.

Public sentiment tracking involves social listening and media monitoring where data is gathered and analysed for future usage. Typically, sentiments expressed in a social media post, e.g. likes, comments, reviews, and other online content utilizes natural language processing and is categorized as positive, negative, or neutral. Businesses can gain a deeper understanding of the public’s perception and sentiment toward their brand, products, or services by paying attention to these sentiments.

This will in turn allow businesses to show customer satisfaction and identify areas of improvement. Positive sentiment can help identify successful marketing campaigns and high customer satisfaction levels, while negative sentiment can highlight issues that need attention.

Public sentiment tracking also enables businesses to monitor brand reputation. By keeping track of conversations around their brand, businesses can respond promptly to customer concerns and mitigate potential reputation risks.

Additionally, public sentiment tracking provides valuable market intelligence. By analysing social sentiment, businesses can identify emerging trends, consumer preferences, and potential opportunities for product development or innovation.

Let us look at an explosion which took place in Guyana in December 2024 allegedly involving a cooking gas cylinder. Our dashboard shows a total of 31 results stemming out of that incident. The sentiment analysis over time was dominated with 67.7% being neutral, 19.4% negative and 12.9% positive.

As part of their response, Massy Gas Products Guyana Ltd (MGPGL), apart from providing the customer with a new cylinder and replacing the fittings with recommended products from their approved manufacturer, they also demonstrated the correct procedure for attaching the regulator.

The customer confirmed that everything was functioning properly after the adjustments. Public sentiment was then used on an educational front where MGPGL urged all domestic cooking gas users to remain vigilant when using cooking gas and to carefully follow safety guidelines provided by their gas suppliers.

MGPGL further reminded consumers to always use recommended products and conduct leak tests when making regulator connections. The company recommended the use of the Kosan-branded LPG jumbo regulator and the Codan 2601 gas hose, both of which are approved for safe use.

MGPGL also took to social media to launch a Gas Awareness and Safety Campaign, which aimed at raising more awareness and more information on safe practices for cooking gas use.

In December there were two reported incidents allegedly involving gas cylinders exploding or leaking causing explosions.

Above we see how public sentiment tracking offers numerous benefits, including:

Customer Insights: By tracking, monitoring and analyzing sentiment, businesses gain a better understanding of customer preferences, and expectations.

Brand Reputation Management: Sentiment tracking assists businesses with the eagle’s eye view of brand reputation by immediately addressing customer concerns and negative sentiment.

Competitor Analysis: By comparing social sentiment with competitors, businesses can identify areas where they excel or lag, allowing them to adapt and improve their strategies.

Crisis Management: Media Monitoring and Social Listening enables businesses to detect and respond to potential crises by monitoring sudden shifts in sentiment or emerging negative trends.

Improved Decision-Making: By leveraging social sentiment data, businesses can make data-driven decisions, refine marketing strategies, and enhance customer

Overall public sentiment analysis has emerged as a powerful tool for understanding public opinion, sentiment, and market trends in the digital era.

By leveraging sentiment analysis algorithms and tools, businesses can gain valuable insights into customer preferences, brand reputation, and emerging opportunities.

By following best practices and staying updated with future trends, businesses can harness the full potential of sentiment tracking to respond informing of their strategies and certainly enhance customer experiences.

Sign up for our FREE webinar, “Understanding Consumer Sentiment: The Key to Caribbean Market Success” and get actionable strategies to improve your brand’s reputation!

How Caribbean Brands Can Track & Respond to Public Sentiment

Written by: Kristee Kalisingh, Account Executive

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