Landscape Analysis With Chat GPT to Analyze Brand Websites: Part 1
In the rapidly evolving world of AI, understanding how to effectively leverage AI capabilities can be a game-changer. In this post, we'll walk through a use case where OpenAI's ChatGPT was used to gain insights into the period panties market, a new segment that's rapidly emerged in the menstrual products category. For the purposes of this post, we limited the analysis to two brands, Thinx and Proof.
We provided two URLs, one from Thinx Inc. and one from Proof., two leading brands in the period panties market. Using the web_scraper plugin, ChatGPT was able to scrape text from the home page and:
Provide a detailed analysis of the products offered by each brand
Determine their unique selling points
Analyze the similarities and differences between them.
We are showing each of these below:
Detailed Analysis for both brands:
Thinx
"Based on the information from the Thinx website, here are the key points:
Brands: Thinx offers three main brands of absorbent underwear: Thinx, Thinx Teens, and Thinx for All Leaks.
Thinx: This is the original brand of period underwear from Thinx. It's described as the first-period innovation in 76 years, redefining comfort during menstruation. It comes in various styles and colors, with prices ranging from $17 to $38.
Thinx Teens: This line is designed specifically for teenagers. It's described as a sustainable period product for a new generation, providing high-performing protection. It comes in various styles and colors, with prices ranging from $16 to $18.
Thinx for All Leaks: This line is designed for light to moderate bladder leaks. It's reusable underwear with built-in protection. It comes in various styles and colors, with prices ranging from $24 to $39.
Comfort: Thinx emphasizes the comfort of its products, stating that they are soft on the skin with a secure fit that makes the wearer forget they're even wearing leak protection.
Freshness: Thinx products are designed to keep the wearer dry, control odor, and lock in leaks for peace of mind.
Sustainability: Thinx products are washable and reusable, designed to be used over and over again.
Availability: Thinx products are available in several countries, including Australia, Canada, Great Britain, New Zealand, United States, and many countries in Europe and Asia."
Proof.
"Based on the information from the Proof website, here are the key points:
Absorbency Levels: Proof offers underwear with various absorbency levels, ranging from "super light" (holds up to 1 light tampon) to "super heavy" (holds up to 5 regular tampons).
Styles: Proof provides a variety of styles including thongs, briefs, high-rise briefs, hipsters, and more. Each style comes with different absorbency levels and prices, ranging from $19 to $49.
Best Sellers: Some of the best sellers include the Leakproof Period Thong, Leakproof Period Brief, Leak-Resistant Period Everyday Brief, Leakproof Period Bikini, and Leakproof Period Hipster.
Comfort and Design: The website emphasizes the comfort and design of their products, stating that they are designed by women and are really leakproof. They also highlight the softness of their products.
Sustainability: Proof underwear is reusable and can be used as an alternative to pads, tampons, or cups.
Customer Reviews: The website includes numerous positive customer reviews, praising the comfort, absorbency, and design of the products.
Offers: Proof offers discounts for buying in bulk (buy 3, get 20% off) and free shipping on orders over $50. They also offer a 60-day money-back guarantee."
Similarities and Differences:
Similarities:
Product Type: Both Thinx and Proof offer period underwear designed to absorb menstrual flow and prevent leaks.
Absorbency Levels: Both brands provide a range of absorbency levels to cater to different menstrual flows.
Variety of Styles: Both Thinx and Proof offer a variety of styles, including briefs, high-rise briefs, and thongs.
Sustainability: Both brands emphasize the sustainability of their products, highlighting that their underwear is reusable and can be used as an alternative to disposable menstrual products.
Comfort: Both brands emphasize the comfort of their products, stating that they are designed to be soft on the skin and fit securely.
Differences:
Brands: Thinx offers three main brands of absorbent underwear: Thinx, Thinx Teens, and Thinx for All Leaks, catering to different age groups and needs. Proof does not appear to have separate brands but offers a wide range of styles and absorbency levels within its main brand.
Product Range: Thinx also offers underwear designed for bladder leaks, while Proof's product range is primarily focused on period underwear.
Pricing: Based on the information provided, Thinx's products range from $17 to $38, while Proof's products range from $19 to $49.
Offers: Proof offers discounts for buying in bulk (buy 3, get 20% off) and free shipping on orders over $50. They also offer a 60-day money-back guarantee. Thinx does not mention similar offers on the provided webpage.
Customer Reviews: The Proof website includes numerous customer reviews, while the Thinx webpage provided does not include customer reviews.
Availability: Thinx mentions that their products are available in several countries, while Proof does not provide information about international availability on the provided webpage.
Unique Selling Points:
"Thinx:
Brands for Different Needs: Thinx offers three distinct brands: Thinx, Thinx Teens, and Thinx for All Leaks. This segmentation caters to different age groups and needs, including menstruation and bladder leaks.
International Availability: Thinx explicitly mentions that its products are available in several countries, indicating a broader international presence.
Innovation Emphasis: Thinx emphasizes its role in innovating period products, describing its underwear as the first-period innovation in 76 years.
Proof:
Customer Reviews: Proof includes numerous customer reviews on their website, providing potential customers with firsthand accounts of the product's performance.
Offers and Guarantees: Proof offers discounts for buying in bulk (buy 3, get 20% off), free shipping on orders over $50, and a 60-day money-back guarantee, which can provide reassurance and incentives for customers.
Absorbency Levels: Proof provides a clear breakdown of absorbency levels for their products, ranging from "super light" to "super heavy". This allows customers to choose a product that best suits their menstrual flow."
Next, we asked for an analysis of customer reviews from Proof.'s website. Again using the web_scraper plugin, ChatGPT was able to extract text from the reviews page and identify key themes emerging from the reviews, providing valuable insights into customer experiences and perceptions of the product.
"Based on the text scraped from the reviews page of Proof's website, here are the key themes emerging:
Comfort: Many reviewers mention that the underwear is comfortable to wear. Phrases like "most comfortable I’ve ever worn" and "so comfortable" indicate that users appreciate the fit and feel of the product.
Effectiveness: The effectiveness of the product in preventing leaks is a recurring theme. Reviewers often express relief and satisfaction with phrases like "legitimately leakproof" and "finally don't have to worry about accidentally staining another pair of underwear."
Life-Changing: Some reviewers describe the product as "life-changing," indicating that it significantly improved their experience of menstruation.
Recommendation: Many reviewers state that they would recommend the product to others or plan to buy more for themselves. This suggests high customer satisfaction.
Versatility: The reviews suggest that the product is useful for a variety of customers, from teenagers ("These work so well for my kiddo") to older adults dealing with mild leakage ("Also great for older people").
Price: One reviewer mentions that the product is "pricey," suggesting that cost could be a consideration for potential customers.
Design: Some reviewers mention that the underwear is "sleek" and "not bulky," indicating that the design is appealing and doesn't interfere with their daily activities or clothing choices.
These themes suggest that customers generally have a positive view of Proof's products, appreciating their comfort, effectiveness, and design. However, the price may be a barrier for some potential customers."
Throughout this process, we were able to leverage ChatGPT's capabilities to gain a comprehensive understanding of the period panties market, from the products offered by leading brands to the experiences and perceptions of customers. The web_scraper plugin was instrumental in this process, allowing ChatGPT to extract and analyze text from various web pages.
Are there elements that were missed? Likely. This is where you need to go back to verify what's included or excluded, or worse, Chat GPT is making things up. It can happen.
The output of these questions was a wealth of information that could be used to inform business decisions, identify opportunities, and understand customer needs and preferences.
This analysis by itself is "nice to know". This doesn't inform you what to do.
Can Chat GPT help you with defining the actions? Follow us to find out in Part 2.
What do you think? Is this a productivity gain for marketers?
For detailed instructions, I will write a post that will be in the paid subscription.