Listening scope and query design
We define queries for brands, competitors, products, campaigns and industry topics. We identify accessible sources, languages and date ranges and exclude irrelevant matches.
B10 / Insight and measurement
Data Analytics & Social Listening
Hear the conversation. Understand why. Turn it into a decision.
We connect social media, news, reviews and customer feedback to your business questions, producing actionable insights for brand perception, competition and operations.
Hear the conversation. Understand why. Turn it into a decision.
More data alone does not mean better decisions. The same content can recur across channels; a campaign can change daily conversation volume; irony can mislead automated sentiment analysis. We establish an analysis framework that keeps source coverage, classification methods and interpretation limits visible.
Topic and sentiment analysis
We group content into meaningful topics and assess positive, negative and neutral trends in context. We use human review for critical examples.
Competitor and visibility comparison
We compare competitors within the same source and time scope. We explain calculations such as share of voice and reflect changes in data coverage in the report.
Customer voice and operational insight
We identify recurring themes about products, delivery, support and after-sales experience. We turn feedback into problem topics the relevant teams can assess.
Agenda changes and early warning
We define thresholds for unusual changes in topic volume or sentiment distribution. Alerts are sent into the review flow with their sources and context.
Data integration and reporting
We link authorised CRM, support and business data to the analysis. We prepare executive summaries, period reports or dashboards appropriate to the project scope.
At the end of the work,
what will you have?
The deliverables below that are included in your project are specified in the written proposal, with quantities, formats, delivery dates and acceptance conditions. Licences, hosting and maintenance are shown separately if not included.
Source and query dictionary
A record of sources, concepts and exclusion rules included in the analysis.
Topic and insight report
Supporting examples, trends and recommendations for the relevant business unit.
Measurement definitions
Indicator formulas, comparison intervals and interpretation limits.
Action and follow-up list
Topics requiring research or improvement with proposed responsibilities.
A shared goal.
Steps with clear owners.
- 01
Select the business question
We determine which decision the analysis will support and its audience.
- 02
Prepare the data
We check access, queries, cleaning and sampling.
- 03
Examine the context
We interpret topic, sentiment and period changes with examples.
- 04
Connect to a decision
We assess findings with management and operations teams and clarify follow-up topics.
Which needs is it for?
Example use cases for which we can define the scope together.
Product and campaign assessment
Understanding reactions to a launch and expectations expressed by customers.
Recurring customer issues
Identifying product or operational patterns from review and support data.
Competition and category research
Comparing how brands are discussed and their topic distribution within the same data scope.
How will we track success?
We define the starting position and goals together. The indicators below are selected according to the nature of the work.
- Topic-based conversation trends
- Source coverage and data quality
- Comparable share of voice
- Tracking insights passed to operations
Source coverage, licence costs and the data retention approach are defined initially. Measurements represent the accessible dataset; they are not interpreted as the views of the entire customer base.
Let’s clarify the details.
Can you access all social media data?
No. Platform access, API conditions, licences and privacy restrictions define the scope. We clearly state source coverage in reports; we do not promise access to private messages or unauthorised data.
How certain is sentiment analysis?
Irony, language and context can affect automated classification. We use sample checks and human assessment where needed; results are not presented as definitive judgements on their own.
How is competitor comparison fair?
The same time interval, source set, query approach and measurement definitions are used. Where coverage differs, comparison limits are explained in the report.
Let’s clarify your needs together.
Data Analytics & Social Listening
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KNOWLEDGE CENTRE
All articles ↗Let’s explore this subject further.
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Social Listening 2026: Brand-Health Indicators and Early Warning Signals
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LET’S START TOGETHERThe first step:
The first step:
defining the right scope.
Data Analytics & Social Listening — Let’s assess your needs, priorities and current setup together.
Get in touch for a discovery meeting ↗