It’s our job at Relative Insight to analyse language, and it seems churlish not mention the current situation we all find ourselves in, so here we are.
Over the last few weeks, we’ve been analysing millions of conversations about Coronavirus for our clients and we know, only too well, about the sheer volume of COVID-19 content. However, and with this in mind, we want to contribute to the conversation by publishing something useful – a weekly text analysis timeline looking back over the last seven days of activity.
Our customers are undertaking analysis in various ways, but in order to simplify our output for this series of digests we will be focusing on two aspects:
- Analysing the difference in discussion from one week to the next. It’s important to do this as there is just so much chatter to drown in, and it is far better to ask yourself “what’s changed?“. Keeping in tune with the changes allows you to focus on what matters.
- Concentrating our research by investigating conversations in forums rather than across all social media. While we are conducting analysis across all social, review sites, employee opinion, surveys and media for various customers, we’re keeping this one very specific. Why? Because forums (like in ancient Rome where people went to discuss politics) are where we see more substantial conversation, rather than the noise and memes that can dominate social media!
By charting topics of weekly conversations, set against a specific event or moment in time, we are more able to discover the nuances of the public psyche. This helps brands, agencies, businesses and organisations see the world as it is, and adjust their communications effectively.
Our timelines highlight the major themes of conversation in any given week, and shows how discussion moves on and around the subject of the virus.
It is interesting to note for example that last week, when offices started closing and people began to work from home, that high volumes of conversation remained focussed on whether or not people could still go on holiday, and what a travel ban means for them.
These weekly reports are designed to map conversations over time to help you gauge public feeling and understand critical changes. Against a constantly changing backdrop of government announcements, this can tell you how people are really feeling and what they’re saying. This information can shape your crisis strategy, and help you to plan what to do next.
The possibilities of what can be compared in Relative Insight are endless – we can analyse almost any data source you can imagine. From social media (looking at very specific demographic behaviour and conversation), to news articles, customer review analysis, web copy, questionnaire and survey results – we’ve got it covered.