Maxus Kaleidoscope maps mood state of India post demonetisation drive

The demonetisation of the Rs 500 and Rs 1,000 currency made in a surprise announcement by Prime Minister Narendra Modi on November 8, 2016 triggered a significant upward kink in social media chatter. 

Maxus Kaleidoscope mapped the mood state of India basis the location-based Twitter and Instagram conversations in India between November 8 and 24, by when we would get a clear picture of the how the initial euphoria of the demonetisation panned out over time. 

Location-based Tweets and Instagram Posts oscillated largely between action-oriented and calm moods in the fortnight since the demonetisation from an all India basis. Calm moods were dominant in the North Eastern states of Mizoram and Meghalaya. 

Nearly 5 lakh conversations on Twitter and Instagram made up the top 10 trending topics. Demonetisation accounted for 6 of the top 10 trending topics since the announcement of which Modi garnered half of the trending topics. #IamwithModi and #Modi were the topics that made up for 19 per cent of the conversations within the top 10 trends. Cricket shared a bit of the spotlight from demonetisation, thanks to the ongoing England-India Test series. 

A total of 23 brands were linked to the top 10 trending topics during the past fortnight. These brands factored in slightly over 30 per cent of the total conversations of which Paytm (average 53 per cent association) and SBI (average 16 per cent association) carved out the larger part of the Brand Share of Conversation. 

Samsung and Amazon also managed to gain a significant share of overall conversations, however, Samsung conversations were largely based on humorous conversations around the Samsung Galaxy Note and demonetisation of currency notes. 

The top 5 metros reflected similar patterns of moods, where action dominated the moods, however, there were some days, especially like November 17 in Delhi when the expression of calm gave way to action. Additionally, Tamil Nadu showed a blip towards anxiety on November 18, 19 and 21, when subsequent announcements of the demonetisation easing by the Government and news of Chief Minister Jayalalithaa seemed to have driven up the specific mood. 

Overall, across the top cities in India there is a sense of patient restraint as the demonetisation moves on into the third week and nears the critical end of the month period when cash flows really come into play. 

Kaleidoscope is Maxus India’s mood tracking tool that uses real time location-based Twitter and Instagram conversation post data. 

Maxus Kaleidoscope uses mood mapping that is inspired by Dr Liz Miller’s Mood Mapping book that maps a person’s mood into four distinct mood states basis the level of energy and feeling of well-being experienced by a person at a point in time. 

The 4 moods are as follows:

Calm – Low Energy + High Feeling of Well-being

Action – High Energy + High Feeling of Well-being

Depressed – Low Energy + Low Feeling of Well-being

Anxiety – High Energy + Low Feeling of Well-being