PropheSEE - Web research to monitor consumer perception towards sports, teams, federations and sponsors
The number of Web users is now counted in the billions, and a huge percentage of this number now express their views online. This is an incredible resource for researchers, and futures sport + entertainment uses patented software, PropheSEE, to monitor what people really think about sport.
While we also conduct "classical" qualitative and quantitative research into a sports property, people sometimes prove reluctant to express their true opinions to a researcher. By contrast, in the anonymous environment of the Web, they can be far more expressive and honest.
PropheSEE digitally monitors consumer sentiment online. The system employs a number of unique features, including:
- Monitoring of websites, including both "professional" sites (such as online newspapers and portals) and also "user-generated content" (such as blogs, forums and video-sharing sites)
- Sentiment analysis - automated classification of comments by topic according to whether they are positive, negative or neutral
- Content can be analysed going back to the birth of the Web
- Available in all languages
Rather than relying on a standard list of keywords for every project, we have developed a unique dictionary for each client to reflect their business and the way in which people talk about it. Through a combination of the linguistic skills of native speakers in the languages central to the brand plus the sports and media understanding of futures sport + entertainment's researchers, this will find the most comprehensive and relevant articles online. This means we answer clients' consumer research questions, such as:
- To what extent do people talk about my sports sponsorship?
- What do people think about it?
- How can sponsorship be better leveraged to make it more appealing to fans?
- What do people think are the key issues surrounding sport at the moment?
- How do opinions vary by country and over time?
The results from PropheSEE perfectly complement those from "classical" qualitative and quantitative research, to help to provide maximum insight.
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