Conversation to Insight: Analyzing Social Media, Text for Research Insights

Conversation to Insight:
Social Media Research, Text
Analytics and Beyond

HISTORY

• Subsidiary of Discovery Research Group
under the MVL Group umbrella
(Honomichl Top-50 US Market Research
Companies)

• 25+ Years of experience in Text Analysis,
Market Research, Social Policy, and
Political Polling

• Focalytic has been operating as a separate
product offering for two years

• Proprietary Platforms

• One of the few platform/providers in this
arena that started with experience in
market research and applied it to the
industry rather than software providers
force-fitting the industry to their platform

800-678-3748 www.Focalytic.com Info@Focalytic.com © 2012 Discovery Research Group. All rights reserved.

OUR BASIC APPROACH

• Words are Defined by the Neighbors
they Keep.

• Conversation Analysis Company. We
evaluate unstructured text in its many
forms. If you have text we can analyze
it.

• Multiple content streams

• Alignments & Mis-Alignments

• Market Disruptors

• Contextual Analysis


OUR BASIC APPROACH

• Proprietary platform allows us to gather content
from “most” areas on the web
– Traditional Search
– Review Sites
– Social Media (Twitter, Facebook, etc.)
– Industry Related Sites

• Also analyze transcripts, open-ended
responses, focus groups, any type of
“conversation.”

• Analyze the data using sophisticated proprietary
text analytic techniques that go beyond “standard
sentiment”

• Report on findings or combine data sources into
business intelligence, research, and online content
dashboards


OUR BASIC ASSUMPTIONS

• Content should be understood in the
context of something else.

• Context needs a baseline of information
to evaluate from “before & after”;
“brand or company & competitor”;
“internal view vs. external
organizational view”; etc.

• Contextual Metrics and Analytics go
beyond sentiment and measure
alignment and disruption in the market
place. Do you “measure up” where you
should, and do you “disrupt” where you
want to differentiate?


COMPETITIVE
INTELLIGENCE

• Competitive Intelligence is using the
external business environment to gather
information about products and services,
analyzing the information, converting it
into intelligence and then using it to make
informed business decisions.

• Focalytic will gather competitive
information about how your competition
or industry stacks up with your current
offering and identify the new products or
services about to launch in your industry

• We will identify SWOT elements
(Strengths, Weaknesses, Opportunities,
Threats)

• Focalytic uses publically available online
information to answer competitive
intelligence questions in ethical ways.


DATA VISUALIZATION

• Data visualization refers to technology that
allows users to “see” data in graphical ways
that allow them to better understand
information in a business context

• Visualization tools go beyond standard
charts and graphs to displaying data in
sophisticated ways like dials and gauges,
geographic maps, time-series charts,
statistical representations, etc.

• Patterns and relationships that may be
difficult to connect in text-based data can be
exposed and recognized more easily using
data visualization techniques

• Focalytic builds customized data
visualizations so the information includes
what is interesting to you and helps drive
decisions in your business
Example Data Dashboard:
https://researchdashboard.com/autodealers/


INDUSTRY ANALYSIS

• Industry Analysis is designed to provide
businesses with an idea of the complexity of
a particular industry and where they are
positioned within the industry.

• Focalytic’s analysis reviews the economic,
strategic, and market points that drive the
industries development.

• We will help you understand the major
competitors in the space, the consumer view
of the business and its competitors, and the
areas where new products and services may
develop.

• Focalytic uses online content to drive its
industry analysis. Online content is gathered
and analyzed for a better understanding of a
business and its alignment and disruption in
the industry.
Example Industry Analysis:
http://www.focalytic.com/What-We-Do/industry-analysis


FOCUS GROUP ANALYSIS

• A Focus Group is a research technique
where a group of people are brought
together in a guided, but interactive
setting, and are encouraged to talk
amongst each other regarding their
opinions, beliefs, and attitudes toward a
product, service, concept, advertisement,
etc.

• Focus groups provide a significant amount
of unstructured text that is difficult to
rigorously analyze. Focalytic analyzes the
unstructured text content of these groups
in ways that can be used to make solid
conclusions for your business.

• Focalytic will get to the bottom of the
focus group discussion in a way that
“standard” focus group reporting does
not by delivering on content driven
analysis rather than notes and general
impressions.

SOCIAL MEDIA LISTENING

• Social media listening is the active
monitoring of social media outlets with
the goal of gathering information about
your product, business or service.

• Social media listening is typically
associated with engaging customers as
their online opinion is voiced.

• Focalytic creates customized listening
platforms that will allow you to engage
with your customer base without being
pinned to the limitations of current
listening platforms.

• Focalytic provides more than listening, but
allows you to engage, understand, and
quickly react to your customer needs using Social Media Content Estimator:
methods that make sense to you. http://www.focalytic.com/What-We-Do/social-media-
research/social-media-estimate


SOCIAL MEDIA RESEARCH

• Social Media Research is applying market
research techniques and scientific principles to
social media data with the goal of
understanding customers, providing customer
insights, and reliably predicting behavior.

• Focalytic builds custom social media research
programs. These programs address specific
research needs and use social media as the data
source for answering research based business
questions.

• Focalytic goes beyond the sentiment based
analytics provided by “canned” research
platforms, using advanced statistical
techniques, contextual analytics, and
proprietary linguistic and statistical models to
answer your business questions.
Social Media Content Estimator:
• Focalytic can be used in conjunction with http://www.focalytic.com/What-We-Do/social-media-research/social-
traditional research techniques. media-estimate


POLITICAL ANALYSIS

• Focalytic specializes in content analysis and
the ability to provide insight into political
speeches, debates, and political oriented
conversation.

• Focalytic provides contextual analysis on
candidates in a political race, their similarities,
differences, their meaning and message, along
with the voters view of the candidate.

• Focalytic’s analysis allows the candidate to
understand if they are significantly different
from their competitor and helps them to
understand if voters understand and retain
their message.

• Focalytic provides detailed analysis of the
make-up of the political landscape both online
and via other media sources. If the Example Political Analysis:
conversation is accessible, we can analyze it. http://www.focalytic.com/What-We-Do/political-analysis-posts


TEXT ANALYSIS & MINING

• Text analysis is the process of turning
unstructured text into something that can be
analyzed statistically and used to predict and
drive business decisions and insights.

• Text analysis is often associated with "Big Data"
sets as the analytic process is run on
thousands, even hundreds of thousands, of
pieces of conversation.

• For Focalytic, it all comes down to analyzing
text. If we have a conversation, a debate, online
content, open-ended responses, focus
groups, media, a speech, feedback from
employees, advertising, etc. we can analyze it.

• We are text analysis experts who have applied
the principles of this analysis to market research
and business insights. We uncover the hidden
gems of wisdom and insight in your
conversation to drive your business decisions.


OUR COMPETITIVE
DIFFERENCE

• Market Research best practice is a part of our
history and drives everything we do at Focalytic.
This is a core value difference compared to the
many online content delivery platforms who are
“new to the industry”.

• Focalytic has developed proprietary analytics and
research techniques that go beyond the sentiment
analysis provided by “canned platforms” to answer
your research questions using existing online, Social
Media, and unstructured text content sources.

• We are flexible in our techniques, our platform, and
our ability to gather and evaluate content, and
deliver insights and answers in ways that are
customized to your unique needs.

• We use both traditional reporting
vehicles, reports, presentations, etc. and business
intelligence methods, big data, online dashboards
and databases, to answer your business questions.

CONCLUSIONS

• Focalytic offers customized solutions at
or below the cost of “canned”
packages.

• Focalytic will understand your industry,
products, and services to better address
your needs and deliver on relevant
content.

• Focalytic understands “unstructured
text” and what to do with it.

• Focalytic will provide insights that
matter. Insights that go beyond “So
What Now?” to “Lets Get Started!”


Presented by:
Focalytic Strategic Development

6975 Union Park Center, Ste. 450
Midvale, UT 84047

800.678.3748
Info@Focalytic.com
www.Focalytic.com

Conversation to Insight: Analyzing Social Media, Text for Research Insights

Recommended

Recommended

More Related Content

Viewers also liked

Viewers also liked (12)

Similar to Conversation to Insight: Analyzing Social Media, Text for Research Insights

Similar to Conversation to Insight: Analyzing Social Media, Text for Research Insights (20)

Recently uploaded

Recently uploaded (20)

Conversation to Insight: Analyzing Social Media, Text for Research Insights