Data analysis

Research is essential for avoiding false assumptions and gaining a proper understanding of how a conversation is taking place online. People generally believe there is a single keyword that drives a conversation or that most attention is on a particular platform, but our research often throws up different keywords as hot topics and sometimes an unsuspected online forum as the focus for debates. We also look at trends: which keywords are on the rise, and which are falling into disuse to make sure you are using keywords that are on the up. We even check which languages are being used in the conversation and whether a keyword is translated or remains in its original language. Finally, we examine how concepts may be grouped. Sometimes, users group products, services or concepts into one catch-all word or #tag.