Nethnographic blog analysis - your tool for consumer foresight

The blogosphere has exploded in recent years and so has the interest to capture business value generated therefrom.

So far, blog analysis has been conducted statistically by identifying appearance of single words (such as brands) or through ethnographic analysis of blog material. However, both these methods have weaknesses. The first one is rather vague, the second is time consuming and quite expensive. A better and more cost efficient way of analyzing blog material is to handle blog posts as interviews and apply quantitative statistical methods on them.

By analyzing large numbers of blog posts it is possible to identify thematic patterns in the content and in that way get a deeper understanding of underlying trends, themes etc. Adding background data (year of birth, nationality, gender etc) it is possible to generate an accurate image of which groups of individuals carry central trends within a certain area. Kairos Future has developed a unique tool for such a qualified blog analysis.

By combining quantitative & qualitative analysis we provide an efficient tool for trend spotters to understand what consumers discuss, prioritize and think of different topics in order to capture attitude trends and priorities. By combining statistical analysis with frequency analysis of themes, rather than appearance of certain words, and ultimately in-depth analysis of single blog posts, we can provide a clear picture of deep trends and underlying driving forces regarding for example society, technology, research, education etc. and how they are developed over time.
For more information on nethnography and how it can help you for example identify your clients’ needs, please contact Dr Mats Lindgren or Dr Pernilla Jonsson