Decoding public sentiment: How web-scraped data shapes poultry market decisions

Ever wonder what consumers really think about animal agriculture practices? Dr. Valerie Kilders of Purdue University reveals groundbreaking approaches to understanding public sentiment through web-scraped data and media analysis during her presentation at the PEAK Conference in Minneapolis.

When poultry markets experience price volatility and consumer concerns about animal welfare intensify, producers need insights faster than traditional research methods can deliver. Dr. Kilders demonstrates how analyzing digital conversations provides near-immediate feedback on shifting public attitudes—revealing that consumer responses during recent market disruptions showed remarkable increases in certain sentiment metrics during critical periods.

The research uncovers a fascinating distinction between what consumers say in formal surveys versus how they express themselves online. Social media and news commentary capture stronger emotional responses and more policy-centered critiques, particularly around fundamental questions of production systems and housing conditions. These emotional reactions often reveal deeper concerns about transparency and animal treatment that might go undetected through conventional research approaches.

Perhaps most significantly, Dr. Kilders highlights the growing disconnect between modern agricultural practices and consumer understanding. As production has evolved, many consumers have lost connection with how food is produced, creating a knowledge gap about what constitutes appropriate animal welfare from a veterinary or production standpoint. This presents both challenges and opportunities for producers to engage in meaningful community conversations, providing education while acknowledging different perspectives on animal care.

This episode of Feedstuffs in Focus is sponsored by United Animal Health, a leader in animal health and nutrition. You can learn more about United Animal Health and how they are working to advance animal science worldwide by visiting the website at UnitedANH.com

Episode Transcript

Speaker 1 (00:01):
Music.
Recent price spikes in thepoultry market and growing
public concern about animalwelfare have significantly
influenced how producers managetheir operations and communicate
with stakeholders.
Might web-scraped data onconsumer sentiment help us

(00:22):
better monitor and develop anunderstanding of market changing
factors.
Welcome to Feedstuffs in Focus,our podcast taking a look at
the big issues affecting thelivestock, poultry, grain and
animal feed industries.
I'm your host, sarah Muirhead.
This episode of Feedstuffs inFocus is sponsored by United

(00:42):
Animal Health, a leader inanimal health and nutrition.
You can learn more about UnitedAnimal Health and how they're
working to advance animalscience worldwide by visiting
their website at unitedanhcom.
Joining our Anne Hess from thePEAK Conference in Minneapolis
to discuss consumer measurementtools is Dr Valerie Kilders of

(01:04):
Purdue University.
So by trying to experience theopposite of what's great in

(01:25):
analytics.
Here's why you should make theprogress in strategy.
What strategy is your team?
Is your body into the stand?
And I'm sure some of thereasons they really sparked me
into some of the team in thistopic was for a few academic
purposes.
We really wanted to find someof the helps us to try to find

(01:46):
the best way to do it.
I'm a public health and I'm notsure that the community needs
to be involved in that.
I don't know if any of youspecifically search for media
listings, so that is to the samespecific way.
It's like, rather, to be ableto do a site for a good search
and be able to search for newsblogs so you can be on sites and
also use parts etc.
And it has a little bit of agood reputation for traditional

(02:08):
services because you'reinitially available almost
immediately.
You don't have to wait weeks oreven years to get the data and
that's kind of fun.
So we are having a strongfeedback and we might be pulling
one direction or the other, butit's really nice to help the
community and it's great tobetter understand what our
consumers are thinking.
So let's take a look at ourproduct From a European market

(02:32):
to a stakeholder market thegenetizing term we provide
insights to the stakeholdersthat are relevant to our
uncertainty in the face rightnow.
So that's really what we largeaverage of technology and in
terms of the public market.
That was the second-largestquestion.
So if you're a simple 3.2series, that's actually quite a

(02:56):
large number.
You have price, like I wassaying, $23.2, $23.8.
So you have to learn to explaineverything out with a learning
report, because I'm assumingthat I'm going to be using this
right before the big mediachange and I don't know what's
going to be seen, and I thinksince that that space is where
it's going to be entrenched, inthe 70s, around the December

(03:19):
January timeline timeline in the28 to 28.3%, and we overlapped
a little bit with when we hadstarted being a potential.
So the key thing going acrossstudy was we had a huge shift in
the variety of consumerreaction to the last 8.3% and

(03:40):
that increases the risk ofhaving a problem being utilized
in the CHI team anyways or withany other outside of that, and
so I was going to ask you guysbecause I think you said that
during that conversation youdidn't start a little bit,
especially the young men, andthis is how we're going to pick
that up and I hope that thatgets back to you in a short show

(04:01):
.
So you came up with the idea ofusing the hearing.
You see a very large, a short,long discussion of databases.
It does build up a lot of newideas that are now open to the
public's eyes or trying tointersect with people who are
looking at their guidelines, butI don't know how this will
really increase.
Why would it have to try andtake the media properties from

(04:25):
being in Europe.
So, as far as I'm being acounter, it does seem like media
business is surviving theattention of the two countries.
So let's see if you want to dothis.
It's not the case.
It is true that India and Indiahave the same government.
It's true that India and Indiaare very, very different.
So I'm hesitant to say this isalways going to be the best way

(04:48):
to improve your.
Obviously this is maybesomething you know about, but I
think it's a case in which we'regoing to have things that we
can see, that you know.
Those are helpful to understandhow politically we're censored,
that they're mentioned soonic,they're censored, they've been
mentioned so they can't changethe way people are looking at
them.
So they're looking at the news.

(05:09):
They're looking at the news.
They're seeing what the trendsat like.
You know what the media isdoing and that might lead to a
pushback to a new thing, butthey are already getting older,
but there's been many nightsthat the government has.

Speaker 2 (05:23):
That would be something really helpful to try
to strategize and plan, I thinka really useful offer for issues
that might grow in our way Now.
He also exceeded the public'sexpectations.
He tried to be able to workwith special insurance insurers
such as Al-Qaeda, to have theseconversations about the benefits
of people essentially beingblinded by insurance.

(05:43):
But once that's open, that willbring people looking for local
future and safe traffic.
So that's a good question.
I can relate to that.
I see people talk about federalwork and that is specifically
nice for our purpose and I justwant to thank the fellow animals
.
We love these people and yetmany years ago we used to keep
buying our way and I'm surewe've got metadata to of people.

(06:08):
When they do that, I don't knowwhat their purpose is.
Perhaps they do some greatservice to the community, to
some media, but I'm not likereally in that respect.
I do praise them, but thereason I'm approaching action
against the principle that theproduction is that people are
more sensitive or I start to seemuch more significant shifts

(06:29):
etc in how people view theiremotions or much more strongly
expressed behind, etc.
It's how people think theiremotions are much more strong in
the experience of the mind.
And then also what we found isthat the discussion itself is
more policy-centered andcritique-centered.
So the critique-centeredproduction system, for example,
where what we could analyze insystems were aging for a big

(06:52):
discussion, five-year-old, andwhen it was the timer of
acquisition developers opening,there was a lot of discussion
about that, about like, are wekeeping our animals in our house
?
So that did raise some of thesetbacks, but it's more about
this emotional, you know, andenergy.
So we had two big but obviouslywe had that.

(07:13):
We had that crisis of you know,I got to meet the employees.
I was done Just, you know, justto see the fluctuations instead
of that.
And then you had lines ofsurprise, you know we're about
one step to season, you know.
So I think it's serious there.
Yeah, so different from thedata that we collected with a
table like that and singletrends, you know, single trends

(07:37):
is another tool that we use tocover the data.
But the relative attention, youknow, relative research and
proceedings, so certain terms.
So we looked at that and wecould see the right place to
realize that you're not justgoing to use the humanity of
using the media such as the NewYork, the New York Times.

(07:57):
The New York Times.
The New York Times.
The New York Times.
The New York Times.
The New York Times.
The New York Times.
The New York Times.
The New York Times.
The New York Times.
The New York Times.
The New York Times.
The New York Times.
The New York Times, the NewYork Times, the New York Times,
the New York, where people arestarting to be attention-guided,
seen as that the messagingabout this is translating into
these household factors of themicro-periods being raised

(08:19):
probably had to have been alittle bit more effective on the
lives of the students in thecommunity.
So the dialogue is probably moreto experience and help
intellectual issues and considereach of the actual agents and
consumers and the peopleinvolved in the work.
So the potential is to looklike it's all the same.
You should agree to thissituation with the agencies and

(08:43):
companies.
You have a conversation withthe governments.
They're not always going to bethe ones to engage in this
conversation, but provide to usthe insight that it might be
helpful to any consumers.
Whether goal is to engage inthose conversations that provide
transparency, direct thealcohol to the naked consumers,
whether they are the addicts,the online events are so that
the message that you'redelivering can be shared right

(09:04):
and you can have it shared bythe broader public.
So there's a community-basedengagement.
But sometimes the topics thatservice, sometimes the public's
understanding of animal welfare,what they would like to see an
animal, what they must be doing,but it's not necessarily
aligned with what the nature is,what I think that our animals

(09:24):
need.
So the most important questionfor you remember that's best to
approach the community with allof the things that you can try
and understand the importance ofthe career after it gets used,
but we have to make that acareer effort.
What are the challenges andopportunities you have set up?
I think it's important to knowwhat you're seeing all over the

(09:48):
world.
It's not just the men inagriculture, but it is a classic
ecosystem for you.
You still cannot work in a deepworking environment.
And the thing about agriculturewe do have military production.
We might be able to utilizethat in a scalable sense to not
rely on a little welfare toensure that disease, health

(10:11):
things are really happy.
I we have annual welfare, isgenerally a comprehensive and we
do have a district center.
There's a lot of developersthat are here in Atlanta.
The thing that we're going to dois that we can try to on a
commercial scale, but not thatbig, a little bit challenging.
We have a big footprint fromthe research stage to the actual

(10:32):
practical communication stage.
We have a deep learning and themore self-reliance, the more
self-improvement we use in thegrowing infrastructure
perspective and so asproductions get to grow in age
and what they already have andstill don't have, and still
there's going to be high-matchanalysis and trouble with this.
I don't think both of themagree that these adults are not

(10:59):
the most valuable, but I thinkit's a challenge that we'll see.
With regards to the license,there might also be some hazards
that you'll see with thesupervision, because they don't
necessarily understand that theycan't make a good result when
it's made for animal life,because the tumor producer, who
understands you, can do it overand over again.

(11:20):
So there's a separation fromhis traditional, more historic
animal attraction that we see inhumans and that's the critical
part of it.
Thank you, thank you, thank you.
I hope that my help has helpedyou to do it again.
I would like to ask you to do asecond experience and I would
start with your regular company.
You know like all these thingsare and I'm also going to have
regular staff so we can have,like, a show, like and all these

(11:42):
assistance.
And then if you're in a lot ofopen-work production, I would be
happy to do a general publicproduction and so forth.
So if I might be a visualsolution that can be one of the
different partners within thecloud to make some better
understanding between thesuper-staff users.

(12:03):
So it's the next phase ofresearch that we're going to do,
the product that I think isgoing to provide the solution to
make it easier to get asuper-st some of that towards
these issues.
So we have a lot of people insuch projects going on right now
like this, and even in theDallas area, as well as others.
For sure I'm expecting thatwe'll get into public spaces

(12:27):
more and more and in response tothe agency that we're talking
about and some of our projectsthat that are coming out right
now, it's definitely interestingto see what the other projects
are looking at, the generalperception of what you're going
to have, if they're bestoriented to what we're going to
have as a computer or any personbest oriented to what we want
to people.

(12:47):
But then it's a nice issueabout what you're going to
produce, like what is the whatyou're looking for?
Do you see what you're lookingfor?
Do you see what you're lookingfor?
Do you see what you're lookingfor?
And then, secondly, in terms ofthe debates and the policies do
you see what you're looking for?
Do you see what you're lookingfor?
So I'm really excited tocontinue working on this, seeing
how public discourse can getplaced in policy decisions,

(13:09):
industry developments and beingable to share with the public
about that.

Speaker 1 (13:25):
Our thanks to Dr Kilders for joining us here
today.
This episode of Feedstuffs inFocus has been sponsored by
United Animal Health, a leaderin animal health and nutrition.
You can learn more about UnitedAnimal Health and how they're
working to advance animalscience worldwide by visiting
their website at unitedanhcom.

(13:46):
I'm Sarah Muirhead and you'vebeen listening to Feedstuffs in
Focus.
If you would like to hear moreconversations about some of the
big issues affecting thelivestock, poultry, grain and
animal feed industries,subscribe to this podcast on
your favorite podcast channel.
Until next time, have a greatday and thank you for listening.