User Generated Content Analysis (Psyma Online Radar)
Early warning system and basis for marketing communication
In blogs or forums, consumers exchange their experiences with products or companies. Such informal, authentic expression of opinions and discussions deliver valuable marketing information. These however are still too little-used. Psyma Online Radar compiles and evaluates these contents (Monitoring).
Objectives
- Early warning system that can detect "flashpoints" on the Internet regarding certain products, brands and companies at an early stage
- Analysis of user statements for support of marketing communication or the development/ improvement of products
Results
- General analysis:
- What topics are being discussed about products, brands or companies?
- Analysis of specific topics:
- How do users react to a new product or to new products of direct competitors?
- How do users of forums or blogs assess current advertising campaigns or appearances of the brand at trade shows?
- How do users discuss products; e.g. regarding technology/ innnovation, everyday usability etc?
- What experiences have owners had with certain products?
- What image does the company/ a certain brand have?
- How do the users discuss their experiences with dealers and services?
Procedure
- Clipping services/ search engines examine topic areas only on the surface, though do not capture the depth of the blogs and forums.
- A fully-automated monitoring of content is possible only to a limited degree due to the complexity and the high cognitive effort involved.
- For identification of relevant media (forums, blogs, etc) and contributions, Psyma Online Radar uses a combination of crawler techniques and manual methods. These can be individually adapted to the topic or line of questioning.
- Found contributions are categorized by trained personnel.
Managing Director
Dr. Frank Knapp
