Content and discourse analysis
The purpose of this method is quantitative and/or qualitative research of the relevant informational and semantic environment in which the customer's products are located.
With the modern availability of a large amount of information, content and discourse analysis allow obtaining useful data about how the consumer thinks, what he needs and how he lives.
Content analysis involves a quantitative assessment of the frequency and prevalence of the use of certain elements of the text (words, titles, phrases, names, etc.) in order to understand the real saturation and fullness of the language in a specific field of its application.
Discourse analysis is a complex of methods and approaches to the analysis of grammatical, stylistic, semantic aspects of the text according to a certain system, and the text can be any verbal (comments, reviews, descriptions) or non-verbal object (photo, audio and video material) related to the subject of the study.
Discourse analysis allows you to find latent, deep meanings and values in texts, which are often not realized even by the author of the text.
During the analysis of photo, video, and audio materials, design, production, psychologists, etc. specialists may be involved in the working group.
| Types of materials for research | The main tasks that can be revealed by content and discourse analysis |
|---|---|
| texts about the researched product created by the audience, competitors, experts | identifying the reasons for one or another opinion of consumers about the product |
| audience texts about themselves (publications on social networks, expressions of personal opinion in discussions, personal blogs, etc.) |
description of the lifestyle of the target audience, its values and attitude to significant aspects of the market, identification of consumer insights |
| media texts about the customer's company, competitors, field or market segment |
analysis of the attitude formed by the mass media in the audience towards the object under study |
| transcripts of interviews and focus group interviews |
obtaining data on the motives, goals and values of respondents, identifying consumer insights |
| internal corporate materials (texts of internal corporate chats and correspondence, documentation of the client department, video recordings of meetings, etc.) |
researching the causes of conflicts, identifying informal leaders and their goals, formulating real corporate values (and possibly comparing them with declared ones), etc. |
| competitors' texts about themselves and their product продукт | determination of strategic aspirations and goals of competitors |