BRAND REPUTATION RESEARCH
The main goal of such research is to create the ability of quick response to
emerging threats or the successes. By monitoring the brand on social media and social networks, it
is possible to track what is being said about a product, identify its weaknesses and find
opportunities to improve the product and opinions about it. People tend to attribute their attitudes
to a certain product to the whole brand, so dealing with negativity in a timely manner is the key in
your reputational work. Non-stop 24/7 thematic analysis of mentions for timely identification and
reaction to threats.
Tracking of customers opinion of product in real time
Detection of product weaknesses
Ability to react quickly
BRANCHES
Brand reputation is the consumers’ perception of a particular brand, product, or service.
Therefore, its research is important in all industries without exception. Based on results from
industries such as tobacco, gaming, taxi service, automotive, large home appliances, and logistics,
we can conclude that taxi service and food delivery have the highest level of negativity, while
large home appliances and scooters have the lowest. The analysis shows that the main accidental
discussions about scooters are pedestrian injuries when scooters are involved. Users say they are
most concerned about the brakes and conflicts between pedestrians and scooter drivers. Regarding
cars, it’s important to highlight that among the categories surveyed, delivery has the highest rate
of positive mentions, and engine quality is the negative one. Meanwhile, engine problems were
discussed in 3% of all faulty mentions — not as often as basically thought. The fuel and oil
consumption, as well as valve and cylinder problems, described the main number of negative mentions.
CATEGORIES
In brand research, the important step is to identify the key themes consumers are talking
about. It allows the problem areas of a product or service to be explored in more detail. For
example, based on the research conducted, we found that the most troublesome topics in the
automotive industry are cylinder problems, high oil consumption, valves, engine overheating,
steering rack, crankshaft, brakes, climate control, seat belts and control buttons. As for TVs, the
top negative mentions frequently relate to screen quality, programming errors and bad set of
equipment. Customers annoy when third-party sellers change prices again and again, especially during
Black Friday. The lack of some parts / user manuals, software bugs and problematic cleaning are as
well among the most discussed problems of large home appliances.
SOCIAL MEDIA
Facebook is the initiatior of the occastions, trigger of the information wave.
The primary communication channel is social media, and Facebook in particular. This channel allows a brand to communicate with their users personally. Social networks are the service centers where users signal product problems. It often has the largest share of negativity. One of the main platforms for large home appliances is also online retailers, for example. They go to act as a venue for a basic discussion of the advantages and disadvantages of products, user experiences, etc. As for cars, YouTube is another important communication channel, where car reviews, comparisons, crash tests, and maintenance manuals are published mainly.
The primary communication channel is social media, and Facebook in particular. This channel allows a brand to communicate with their users personally. Social networks are the service centers where users signal product problems. It often has the largest share of negativity. One of the main platforms for large home appliances is also online retailers, for example. They go to act as a venue for a basic discussion of the advantages and disadvantages of products, user experiences, etc. As for cars, YouTube is another important communication channel, where car reviews, comparisons, crash tests, and maintenance manuals are published mainly.
REPUTATION PROFILE
A brand reputation profile based on the research — what is being said about the brand,
what are the most vulnerable areas of the product and identified its key problems. In other words,
we form a reputation profile based on the most discussed topics online, and each topic has its own
weight in the overall assessment of the brand’s reputation. For example, as for large appliances and
TVs, “Performance” has the highest score, mainly because of the positive and neutral product reviews
on e-commerce platforms. The lowest category for TVs is “Products/Services” (discussions of repairs,
software bugs, etc.). The lowest score for cars is found in the Innovation category because of top
competition among manufacturers. Thus, it is quite difficult to stand out with product innovation.
As for the taxi service, “Place of work” is the weakest point, as personnel policy has the highest
level of negativity.
SALES
The key indicator of a user’s attitude to a product is the level of its sales. Media advertising
activity has a major impact on sales for each brand. TV and the Internet are still the main
channels. Research shows that the web space, in particular social networks, is becoming a service
center. Therefore, reputation tracking is very important and directly affects both NPSs and sales.
And timely response to changes in user opinion directly affects sales. It’s important to highlight
that we customize the model for each brand depending on its market share, product seasonality,
competitor activity and other factors.
We have extensive experience in conducting the above researches, own necessary technology, skills
and ready to use product: order a product or view
cases.
