|By PR Newswire||
|January 17, 2013 02:01 AM EST||
NÜRNBERG, Deutschland, January 17, 2013 /PRNewswire/ --
GfK hat weltweit einheitliche Standards für ihr globales Angebot im Bereich der Social-Media-Analyse (SMA) eingeführt und im Rahmen einer Pilotstudie in China erfolgreich getestet. Damit liefert das Marktforschungsinstitut globalen Marketingexperten Antworten auf Herausforderungen, die bislang kaum gelöst werden konnten.
Dr. Ralph Wirth, internationaler GfK-Spezialist im Bereich Innovation und Digital, berichtet: "Weltweit agierende Marketingverantwortliche sind häufig frustriert über die Tatsache, dass es im Bereich der Social-Media-Analyse kaum wirklich globale Angebote gibt. Das zwingt sie dazu, mit verschiedenen Anbietern zusammenzuarbeiten. Ergebnisse zusammenzuführen und länderübergreifende Erkenntnisse zu gewinnen, wird dadurch sehr schwierig."
Der neue Lösungsansatz macht sich das weltweite GfK-Netzwerk zunutze, um flexibel relevante Webinhalte in sämtlichen Sprachräumen zu sammeln und Analysen zu liefern, die qualitativ neue Maßstäbe setzen. Lokale Besonderheiten der Internet-Landschaft werden dabei stets berücksichtigt. Zusätzlich integriert GfK kontextspezifische Informationen - wie etwa Daten aus Erhebungen oder Fakten zum Kaufverhalten der Verbraucher. Zusammen mit den Ergebnissen der SMA kann GfK eine komplexe Kundenanfrage somit ganzheitlich beantworten.
GfK testete ihre neuen SMA-Standards erstmals in einer kürzlich in der Volksrepublik China durchgeführten Analyse der aktuellen Web-Reputation vier führender Smartphone-Marken. Zu diesem Zweck wurden reputationsrelevante Online-Inhalte zu diesen vier Marken identifiziert, gesammelt und analysiert. Der große Erfolg der Methode hat innerhalb von GfK globale Maßstäbe für Social-Media-Analysen etabliert und stellt den Kunden eine einzigartige, sprachunabhängige und jederzeit vollständig skalierbare Lösung zur Verfügung.
Wirth erklärt: "Wir haben China gewählt, weil es derzeit der mit Abstand herausforderndste Social-Media-Markt ist, gekennzeichnet durch strenge Regularien und eine einmalige Online-Landschaft. Die Erkenntnisse aus unserer erfolgreichen Studie wurden bereits in verschiedene, aktuell laufende Projekte in China integriert. Zudem haben wir eindrucksvoll demonstriert, dass wir Ergebnisse ausgesprochen hoher Qualität liefern können, indem speziell geschulte Mitarbeiter die Analysen durchführen und zusätzlich durch automatische Algorithmen unterstützt werden. Dieser Ansatz ermöglicht uns im Gegensatz zu vielen Konkurrenten beispielsweise auch die korrekte Analyse von ironischen und sarkastischen Webinhalten. Das ist absolut entscheidend in Anbetracht der Art und Weise, wie Menschen online kommunizieren."
Die globalen SMA-Standards von GfK sind das Produkt zahlreicher Projekte weltweit, darunter eine Fülle an Auftragsstudien, aber auch verschiedene Analysen zur Verbesserung bestehender Forschungsmethoden.
Weitere Informationen: Ralph Wirth, T +49-911-395-2812,
GfK SE, Corporate Communications
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