Research Topics:

Advertising Research | Data Analysis

Content Type:

Glossary

Content Analysis Definition

A technique used to study written material (usually advertising copy) by breaking it into meaningful units, using carefully applied rules.

Content analysis is a qualitative research technique used to analyze and interpret the content of various forms of communication, such as text, images, audio and video. For instance, written materials, usually advertising copy, is divided into meaningful units and studied by carefully applied rules. In marketing research, analysis involves examining and categorizing the content of marketing materials, as well as customer feedback, social media posts and other relevant sources. The goal of content analysis is to extract insights about consumer perceptions, preferences and trends. This analysis method allows researchers to move beyond surface-level metrics and dig into the underlying emotions and motivations of customers.

Who relies on content analysis?

Businesses, brands, market researchers and strategists use content analysis to improve marketing strategies, create targeted campaigns and make informed decisions. Insights provide researchers with a better understanding of customer behavior, opinions and attitudes.

Why should I care about content analysis?

Analyzing the content of various sources can uncover hidden patterns and trends that provide businesses with a competitive advantage. That’s because the research technique offers a data-driven approach to comprehend customer sentiments, as well as the  opinions and preferences of target markets.