Chapter Nine - Organic wine as an Instagram star using a design thinking approach

Abstract

As consumers become more interested in organic wine, wine marketing practitioners are looking for marketing data. This chapter presents an analysis of data related to organic wine obtained from global users on Instagram, using the concept of Design Thinking (DT) and its key principles with emphasis on consumer empathy. To be able to understand the specific segment of organic wine consumers, we focus on the use of Instagram. To record communication on this social media network, we used a script that indexes messages from users worldwide into a database. We implemented sentiment analysis using a Netlytic program module that assessed adjectives used in areas related to #organicwine, and applied the Gee Whiz Labs Inc. list of adjectives. Our results could contribute to the development of a useful tool for marketing communication, as they help better understand socio-cultural and environmental issues surrounding the opinions of consumers on Instagram.