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Networked Insights Note: This is the first report in a new series Networked Insights is developing about the Olympics. We will continue to monitor top stories and provide data and analysis throughout the PyeongChang games, will and round our coverage with a research report answering the question: What is the impact of the Olympics? 

The fluidity of audience opinion has never been more apparent than when we consider their feelings toward North Korea.

For the first time in at least three months, audience opinion about the Democratic People’s Republic of Korea (DPRK) is 60 percent positive; it was 60 percent negative just before the winter games began.

It’s a dramatic shift that audiences believe to be owed almost entirely to the Supreme Leader Kim Jong Un’s actions during the first few days of the PyeongChang Games. Instead of nuclear war, conversations focused on the efforts toward reconciliation.

Winter Olympics 2018 Emotions Shift - Networked Insights

Methodology + Results

Using Kairos, Networked Insights’ audience intelligence platform, we analyzed more than 9 million conversations around North Korea that occurred during the last three months. Of those conversations, almost 60 percent of the audience felt negative about the country, with stressful topics, like nuclear war and nuclear threats being discussed in 17 percent of conversations.

Networked Insights Kairos Emotions Search on North Korea

But when Networked Insights isolated the conversations to opening day to February 13, Kairos pulled up more than 1.5 million conversations, and nearly 60 percent of the audience felt positive about North Korea and the Olympics. And instead of stress, 17 percent of the conversations mentioned keywords relating to pride.

Networked Insights Kairos Emotions Search on North Korea, positive

This incredible shift in conversation, Networked Insights found, is mostly because of the DPRK’s recent actions.

When former Supreme Leader Kim Jong Il’s only sister, Kim Yo Jong, arrived at the PyeongChang Games straight from Pyongyang and proudly stood behind U.S. Vice President Mike Pence, audiences understood the act to be a sign that warmer relations are on the horizon, at least from the DPRK.

Without speaking, Kim Yo Jong momentarily arrested the power of an athletic gold-medal win. With only a flash of a smile, she completely shifted entrenched opinions of a country riddled with innumerable human rights violations. With only a brief visit to her rival city, standing behind her U.S. adversary, she conveyed the only message DPRK wanted to be heard: we come in peace; you don’t.

As messages of reconciliation and peace dominated the weekend’s visit, Pence remained seated during the opening ceremonies, and audiences spoke out.

Networked Insights sample tweets about DPRK peace talk and reunification

The move aligned with Pence’s no-nonsense approach toward the DPRK, but the choice interfered with the US-backed South Korea’s ultimate desire for reunification and improving inter-Korean relations. Pence also didn’t attend a pre-opening ceremony dinner, where both Moon and Kim were in attendancefurther driving the point that the U.S. is not backing down, to the chagrin of South Koreans.

Audiences caught-on to the should-be Olympic sport of political charades and most didn’t support, however, there were plenty (more than 40 percent) who were vocal about the “obvious attempts at propaganda.”

One Tweeter wrote, “The media praising North Korea and their Olympic appearance is sickening. You’re essentially saying you support Kim Jong-Un (sic) and his regime.” 

Another, like Jake Tapper, took the moment to re-educate the supportive public about the crimes against humanity.

Negative audience conversations about DPRK and the Olympics

Even so, just as the North Korean cheerleaders ignited shock and awe as they rallied with bright smiles throughout the first-ever joint North and South Korean women’s hockey team, Kim Jong Un’s choices were a win for attention.

For more research like this or to understand other ways that Networked Insights can provide data and analysis for you or your brand, get in touch at or hello@ 



Now that the trees are packed and the family visits are good to go for another year, we’re taking our new-found free time and diving into the impact holiday shopping had on the social space.

From the brands that owned the conversation, to the top retailers to what consumers loved and hated, we discovered the answers by analyzing more than 5.5 million conversations during the peak shopping period of Nov. 2 to Dec. 1 2017.

Using Kairos, our audience analytics platform that layers public social data with machine learning to create and provide real-time insights, we found that consumers were more interested in Black Friday than they were in Cyber Monday. In fact, there were four times as many conversations on Black Friday than on Cyber Monday, more specifically, these conversation spikes occurred two days before Black Friday and one day after.

Let’s dig into what was keeping the conversation strong, check out our findings below:

Black Friday Top Retailers

The top retailer, perhaps unsurprisingly were Amazon with 34 percent more posts occurring around Black Friday than Walmart, another huge retailer known for its holiday-focused deals.

Next up was Walmart, but the brand was hit hard with negativity, pulling in 91 percent negative emotions. Consumers were upset with how busy Walmart was and the ensuing fights the holiday season arouses in the name of gift-giving and goodwill.

Finally, Best Buy came in third with its well, best buys. The retailer offered deals that resonated with consumers who rewarded the brand by spreading its sales like wildfire.

Black Friday Top Brands

The top three retailers were:

  1. McDonalds
  2. Apple
  3. Playstation

Consumers were jumping on high-ticket items offering discounts and needing snacks along the way, just to keep the spending-spree momentum going strong. But, McDonalds offered far more than the jolt calories sufficient for a full day, it offered sick, sick burns. It’s wit and humor kept the brand top-of-mind for social consumers.

For Apple, it was the announcement and release if its new iPhone X. Despite a price-tag that rivals some mortgages, it was selling out and consumers couldn’t wait to explore its capabilities.   

Cyber Monday Top Retailers

Like Black Friday, Amazon led the charge (on more than just credit cards!) even though some were predicted that Wal-Mart Stores, Inc would be within striking distance of matching Inc’s online prices for the first time, which would be a key milestone in its effort to regain the “low price leader” title. In fact, Amazon had 16 times more of the consumer conversation power than Wal-Mart because of its deals and availability. But, Wal-Mart was close behind Amazon, and Ebay came in third because of people selling and buying deals that they may have missed out on on Black Friday or Cyber Monday.

Cyber Monday Top Brands

Tech-related brands remained in the top for purchases during the holiday season. The most purchased brand item was of course, Nintendo with its handheld gaming device called Nintendo Switch. Samsung followed and Playstation was the third most popular brand.

Gender + Product Category

Men tended to gravitate toward technology and computing as their favorite product category. However,  there was a 73.5 percent drop in engagement from Black Friday to Cyber Monday.

Love + Hate

Audiences for Holiday Shopping

E-commerce Affect of Holiday Shopping

We evan examined the impact that e-commerce had on holiday shopping and found that 41 percent of the  holiday shopping conversation referenced either shopping online or researching products and prices via internet.
Also, surprisingly, e-commerce shoppers are slightly more positive than general shoppers. We found that e-commerce shoppers were 96 percent positive about the experience versus general shoppers who were 89% positive about the experience. 

For more details like this and to find out about your brand, get in touch with Networked Insights at,