Language reflects our thinking. Consumer statements contain uncensored opinions and attitudes, which, in contrast to survey results, enable a deeper understanding of users' mindsets.
Market Research vs Semantic Analysis
Semantic analyses only need the subject area to deliver a result. Unlike market research, defining a specific question in advance is unnecessary. The semantic analysis provides an open-ended result, showing what the market, consumers (B2C), or companies (B2B) are currently concerned with. This means that we can come across questions in the evaluation that are not required to be known but that should be asked.
Use cases, problems, competitive advantages
The method's openness allows us to identify new use cases in the data, which can provide impulses for product development. In addition to the use cases, consumer insights also include maintaining inconsistency.
Since Consumer Insights uses semantic analysis to gain context in thought, we can also see the contradictions that shape consumer attitudes and behavior in reality. Therefore, these contradictions become visible and can be used accordingly in marketing.
Complexity
Semantic analyses allow us to depict the complexity of reality without simplifying it with a high loss of information. We love complexity because it will enable us to address aspects of advertising, messages, and communication more precisely. As a Small Data Pioneer, we provide the facts for your marketing department or agency to adapt marketing to the target group and be more relevant.
Everything in brief, in less than a minute
Interested in learning more about it?