Thawing out the social & audience data behind an iconic ‘white good’: the fridge

 

The household fridge is the closest most homes get to Narnia — a doorway to an unseasonably cold domain, albeit with considerably less faun. It can also act as a symbol of wealth, an aesthetic keystone in designer kitchens, an integrated part of smart IoT systems, and, of course, as a repository for all kinds of perishable items. 

So what does the world think and say about this sometimes overlooked ‘white good’? 

We analyzed almost 1.2 million English-language posts posted across the USA, UK, Australia and South-East Asia region, on platforms including Twitter, TikTok, Facebook, Instagram, Pinterest, Reddit, Tumblr, YouTube, Amazon, Blogs, Forums and online news.

This data allowed us to explore a number of different questions, including:  

• What people are storing in their own fridges, from groceries to cosmetics 
• The associations that attach to brands, including Smeg and Uber Eats 
• From french doors to wi-fi connectivity, the most discussed features
• The reoccurrence of humor… especially in the UK

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