Psyma Online Radar/ Social Media Research
Analysis of user-generated content: early-warning system and basis for marketing communication
Consumers share their experiences with products or companies in blogs or forums. Such informal, authentic expressions of opinion and discussions are a valuable source of marketing information. However, they are still exploited far too seldom. Psyma Online Radar monitors and evaluates this content.
Aims
- Creation of an early-warning system which can reveal early on potential trouble spots on the Internet relating to specific products, brands and companies.
- Analysis of user comments to support marketing communication or the development/ improvement of products.
Results
- General analysis:
- Which topics are discussed with regard to products, brands or companies?
- Analysis of specific questions:
- How do users react to a new product or new products from direct competitors?
- How do blog and forum users assess current advertising campaigns or brand presence at trade fairs?
- What are users saying about product models, e.g. with regard to technology, day-to-day usability, cost effectiveness, etc.?
- What kind of experiences are owners of specific products making?
- What kind of image does the company/ a specific brand have?
- What are users saying about their experiences with dealers and services?
Process
- Clipping services/ search engines examine topic areas only superficially, and are not able to penetrate the entire depth of blogs and forums.
- Fully-automatic monitoring of content is only possible to a limited extent, due to the complexitycognitive effort and the high degree of involved.
- Psyma Online Radar uses a combination of crawler and manual techniques to identify relevant media (forums, blogs, etc.) and contributions. These can be adapted individually according to topic or question.
- Contributions found are categorised by trained staff.
Managing Director
Dr. Frank Knapp
Managing Director Sales
Dieter Gabsteiger