EMOTIONALLY ANALYSING YOUR COMPETITORS

Published on

September 25, 2023

Published on

September 25, 2023

Analysing how your competitors narrate their brand story can help your brand convey a more compelling narrative.

Emotional connection with the target audience is extremely important for any brand. It is imperative to understand the market segment as well as competitors in order to carve a niche for your brand.

Analysing how your competitors narrate their brand story can help your brand convey a more compelling narrative. Here are the steps in conducting an emotional analysis of your competitor brands.

COLLECTING DATA & DEFINING EMOTIONAL METRICS:

Gather data on the competitor's brand, including advertisements, social media posts, customer reviews, and any other relevant content. Decide on the emotional dimensions you want to analyse, such as happiness, trust, anger, or excitement. You can use a tool like the Plutchik Wheel of Emotions as a reference.

SENTIMENT AND EMOTION ANALYSIS:

Use sentiment analysis tools to categorise text data as positive, negative, or neutral. Employ natural language processing (NLP) techniques to identify specific emotional cues within the text. This could involve keyword analysis or more advanced methods like emotion detection algorithms.

VISUAL ANALYSIS:

Analyse visual content (images and videos) for emotional impact. Tools like image recognition AI can help identify elements that convey emotions. Convert your emotional analysis into quantifiable metrics and visualisations. This could be in the form of emotional heatmaps, word clouds, or sentiment trend graphs.

COMPETITOR BENCHMARKING & SOCIAL LISTENING:

Compare the emotional analysis results of your competitor with your own brand's emotional analysis. This can reveal gaps and opportunities. Monitor social media conversations and comments related to the competitor's brand. Look for

CONTEXTUAL ANALYSIS:

Consider the context in which emotions are expressed. For example, a negative sentiment in a customer review might be related to a specific product issue rather than the overall brand sentiment.

CONTINUOUS MONITORING:

Emotional analysis should be an ongoing process. Regularly monitor changes in emotional perception of your competitor's brand and adapt your strategies accordingly.

FINAL WORDS

Remember that emotional analysis can be subjective, so it's essential to triangulate your findings from multiple sources and methods. Additionally, consider using specialized tools and software designed for sentiment and emotion analysis to streamline the process.