We do not read and summarize individual comments; instead Zpryme's buzz research tool:
- collects all relevant discussion from all public conshow umer discussion sources
- breaks it up into individual opinions/statements,
- quantifies and categorizes each opinion according to client-relevant topics (e.g., features, quality, value, performance, brand, etc)
- generates comparative statistics about the importance of each topic and consumer sentiment towards each topicadv
All relevant discussion will be collected and analyzed
- to maximize relevance and actionability, we generally limit the discussion collected to the past 30 - 90 days
- For example we have had reports that have returned in excess of 100,000 comments (not uncommon) to those that sit comfortably between 2,000 - 5,000.
Consumer communities are key influencers for online purchasing:
- 78% of all consumers say recommendations are the most credible form of advertising
- 77% of online shoppers read reviews before making a purchase
More importantly, online discussion is key to understanding offline consumer attitudes and behavior:
- Topic-specific opinion leaders influence up to 90% of the population and congregate online3
- Understanding which topics, reasons and emotions drive online discussion helps you understand the market
Technology and human analysis combine to generate rich insight:
- Analysts read, categorize and score all relevant discussion
- Intuitive scoring system measures each opinion’s persuasive content
- Awareness and overall volume measured according to page views
Customized classification delivers insight specific to your needs:
- General attributes such as features, style and user experience analyzed and compared quantitatively
- Unique attributes and topics examined opinion-by-opinion, to deliver deeper understanding
Traditional designs are limited, often overlooking important trends:
- Ordinary research reflects the past experiences and views of the researcher, rather the consumer4
- Consequently, new and emerging use cases or preferences may be missed
Buzz research provides more actionable usage and attitudes insight:
- Online discussion is spontaneous and unscripted; opinions are expressed candidly, in consumers’ own words
- Without a moderator or questionnaire to lead, discussion focuses on which topics and use cases matter most
- Attitudinal and lifestyle segmentation enables deeper, more relevant insight
Traditional designs are limited, often overlooking important details:
- Purchase behavior is driven by a combination of reason, emotion and situational factors
- Ordinary research omits this context, failing to deliver real business insight
Research2.0 delivers insight into the factors driving purchase behavior:
- Research2.0 tells you which factors motivate action, by extracting and analyzing candid online discussion
- Our methodology specifically identifies the emotions, reasoning and context driving trail and loyalty
Traditional designs are limited, often overlooking important dynamics:
- Media impact can be measured directly, in terms of ROI, or indirectly, in terms of evolving attitudes and behavior
- Ordinary research addresses neither, instead focusing on recall, awareness and other superficial measures
Buzz research provides powerful insight into changing attitudes and behavior:
- Buzz research measures media impact by analyzing and comparing buzz profiles before and after any campaign or event
- Our methodology provides accurate measures of changing brand sentiment, purchase intent and overall awareness
Analysts read and parse all relevant discussion delivered by Omgili:
- Analysts extract all relevant opinions from each message
- Each opinion is a distinct datapoint, used in both qualand quant analysis
All opinions analyzed based on sentiment and persuasiveness:
- Analysts score opinions based on objective measures of rational, emotional and action-based content
Opinions are then classified and reported according to clients’ needs:
- Analysts categorize each opinion into attributes, use cases and segments
- Statistics and summarized opinions then combined and reportedParsed
Zpryme associates are dedicated to the concept that their efforts help clients achieve and sustain needed changes. Typically, the Zpryme final deliverable will be written to be outcome oriented and guide the client toward implementation of recommendations. Depending upon the nature of the project, the actual involvement of Zpryme in implementation will vary. Whenever appropriate, Zpryme Buzz Research projects include a discussion with the client to determine how the client will implement the recommended actions. The discussion can result in: 1) Zpryme providing assistance in implementation planning during the current project; 2) the client inviting Zpryme to submit a proposal for a separate, follow-up Buzz Research project with an additional term and fee; or 3) the client determining that there is no need for ongoing implementation assistance. Ultimately, implementation of Zpryme recommendations is the responsibility of the client, with whatever assistance from Zpryme is agreed to by both parties.
Every project has its own exclusive requirements and time-frame, however the majority of reports are completed within two weeks.
All of the work involved in a Buzz Research project is confidential in nature. This includes both the overall details of the project as well as information collected during any internal client interviewing (wherein individual responses are not attributed to any individual, but integrated with the content of all interviews and data). Zpryme will only use a client as a reference with the client's permission.
Follow-up is dependent on the nature of the consultancy and the relationship of the consultant and the client. In many instances, several months following completion of the project, a Zpryme asssociate will contact the client to discuss what changes have occurred as a result of the consultancy, and to see if further service might be helpful. And a year following project completion, a Zpryme associate will contact the client to ascertain overall satisfaction with Zpryme and the longer-term project outcomes.
Zpryme welcomes repeat business. It’s a fact, more than two thirds of our engagements each year involve organizations with whom we have previously worked. Zpryme encourages clients to return with an additional request for assistance in any leadership, governance, or management area of need.
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