Brand and Marketing Mix Research
Website discourse analysis of your & your competitors' websites
Corporate websites are a rich and freely available source of images and text that reflect the dominant discourse of a product category or a specific current issue. Using NLP technology and the finesse of semiotic analysis, we provide you with an X-ray of the players in your market and which competitors are occupying which territory. Learn about their wording, the topics they lead with and ultimately understand your own positioning. What do your competitors' sites have to say? And what about your own site? We call this tool “Web Site Story” because it tells the story of rivalry in the digital sphere.
The discourse analysis placed at the centre of our approach
The approach focuses on the discourse of different players in a market/industry segment and describes their strategic position. However, tactical aspects such as SEO and usability aren't addressed, even though semantic analysis gives new meaning to some terms and keywords. This allows new priorities to be set in communication. Our tool helps you to get an idea of your position and to take a step back from your view of the industry.
What does website discourse analysis reveal?
- What is the main narrative, the key message?
- What product/service features does the competition focus on? What specific attributes are they highlighting?
- What is the tonality? What kind of words, images, and emotional level?
- How does the competition manage the improvement of cross-cutting issues?
- Additional benefit for the digital department: potential to optimise the structure of the website
The data is already there, right in front of you! You just need to know how to decipher it. This will help you to position yourself more consciously and deliberately.
Behind the scenes of machine tools in the US
We scoured the websites of several power tool manufacturers to identify the key themes. This helped them to understand their perceptions and become more relevant to their customers. In addition, we carried out a Google search analysis of the relevant keywords. This helped us to identify the key 'hot' topics.
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Mix Research
Semiotic analysis
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Brainstorming workshops with your team and/or your consumers
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Client's voice
The other 3 pillars of our research expertise
Exploratory Research
WE DIG TO THE BOTTOM of consumers' minds
- Consumer attitudes, behaviour, drivers and barriers
- Usage patterns and habits, customer journeys
- Lifestyle research
- Market landscape, mental maps
- Latent needs, new territories
- Consumer segmentation, typology, persona
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Shopper Research
We look at every angle
- Shopping experience (online and offline)
- Optimal layout, co-creation with Do-It-YourShelf
- Shopping mood, shopping mission
- Loyalty drivers
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Product & Packaging Test
We find the addiction factor
- Opportunities for adopting new concepts and ideas (both products and services); addiction factor
- New formulas, flavours, fragrances, textures, colours, shapes, dosage forms, handling, devices, packaging materials, service components, names, claims, etc.
- Customer & user experience
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