Case Study: Airbnb understands brand perception with Quid

Quid analyzed 3,833 articles on Airbnb from the past year to better understand prominent topics and issues driving public perception of the company

Airbnb worked with Quid to better understand the public perception of its brand across news and social media. The challenge was to make sense of thousands of articles and identify the main topics, issues, and associations shaping how people talk about Airbnb, from tax and regulation concerns to social issues and industry disruption.

Using Quid’s text analytics and network mapping platform, Airbnb analyzed 3,833 articles from the prior year to uncover five overarching brand themes and the keywords, entities, and sentiment driving them. Quid’s analysis showed that social issues generated strong engagement, Google and Expedia were the most frequently linked companies, and terms like “home,” “tech company,” and “travel agency” helped define Airbnb’s narrative.

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