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FEATURE12 November 2014

Mum’s the word

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At the beginning of the year we were asked by a supermarket chain – which was looking to better inform its summer campaigns – to look at how mothers talk about the season, theme and concept of ‘summer’.

We pulled out four months’ worth of posts from two large mothers forums where summer was mentioned in the thread title. We processed two million words; to put that into some context, the entire set of seven Harry Potter books ...