Zipcar Brand Sentiment Analysis

Role: Digital Marketing Co-op, Zipcar Timeline: July 2025 – December 2025 Function: Brand Strategy, Consumer Insights, Competitive Intelligence

The Situation

Zipcar's paid media team needed a clearer picture of how consumers actually perceived the brand across digital platforms. There was no centralized system for tracking brand sentiment, and the team lacked a structured process for turning review data into strategic insight.

What I Did

I designed and executed a brand sentiment analysis across 8 platforms, collecting and coding 100+ consumer reviews using both qualitative and quantitative analysis methods. I identified positive and negative recurring themes while synthesizing findings into a format the paid media team could act on. The goal wasn't just to report what people said, but to surface the patterns underneath: which pain points kept appearing, which brand promises were resonating, and where perception gaps existed between Zipcar's messaging and customer experience.

I also built a competitive intelligence tracker to give the team strategic context for where Zipcar stood relative to the market.

The Results

• Delivered a centralized sentiment analysis covering 100+ reviews across 8 platforms

• Identified key consumer pain points and perception gaps that informed brand strategy

• Competitive intelligence tracker adopted by the team as an ongoing resource for strategic decision-making