Diagnostic Evaluation

This report showcases how relevant, available consumer-generated content can help marketers dynamically influence the markets they serve in the following areas:

• Competitive brand evaluation
• Corporate reputation evaluation
• Topic/brand attribute analysis
• Consumer engagement

Data Sufficiency

To begin, BrandIntel establishes the availability of relevant consumer-generated content, develops an understanding of how this content can be used within the specific category and provides specific details on the potential frequency of reporting capabilities.

The data and analytics teams search the Internet looking for signs of relevant discussions based on quantity and quality within a specific category and immediately rule out generic content and fake postings designed to attract advertisers.

A Google search will yield millions of hits without the distinction between generic versus relevant content. Generic content creates lots of noise but does not lead to consumer intent, while relevant content showcases consumer engagement based on their thought process.

Data Applications

This is a qualitative assessment of the nature of consumer discussion and is divided into discussion themes and content creators:

Discussion themes

• Are consumers engaged in conversations about the risks associated with a certain pharmaceutical product?
• Are they talking about the features in a new truck?
• Are they comparing a gaming console feature for feature?
• Are they speaking indirectly about a pharmaceutical product due to embarrassment or possibly ignorance?

Content Creators

Who is creating the content?

• Are they product owners or shoppers?
  
• Are they patients or caregivers?
• Are they "average" consumers with simple needs and a passing knowledge of the category?
• Are they enthusiasts with deep category knowledge and strong opinions?

Typically, a spectrum of conversation is found and reports provides insight into which groups are dominant within each community.