In today’s data-driven business environment, staying ahead requires leveraging advanced tools that harness the power of artificial intelligence. Meltwater, a cutting-edge AI-powered media monitoring and social listening tool, is revolutionizing how market research companies gather, analyze, and use data. This blog explores how Meltwater can be effectively utilized in a market research company to drive insights, backed by visual graphs and use cases.
Meltwater is an AI-driven media intelligence platform that tracks and analyses data from various sources, including news, blogs, social media, and more. Its advanced AI capabilities help businesses:
- Monitor brand reputation.
- Track competitors.
- Identify market trends.
- Understand customer sentiment.
- Optimize communication strategies.
For market research companies, these features offer a goldmine of insights that can be seamlessly integrated into research workflows.
How Meltwater Enhances Market Research taking HUL as an example
- Competitor Analysis
Utilizing Meltwater’s media monitoring capabilities, we assessed HUL’s share of voice relative to its primary competitors over the past six months.
Insights: HUL holds a 35% share of voice, leading among competitors. Nestlé India follows with 30%, while Reliance Retail and ITC Limited have 20% and 15%, respectively.
2. Trend Analysis
Meltwater’s trend analysis tools identified emerging topics and consumer interests related to HUL’s product categories.
Insights: A significant increase in discussions around “sustainable packaging” aligns with HUL’s recent eco-friendly initiatives. “Natural ingredients” have shown a steady rise in consumer interest, suggesting potential areas for product development.
3. Sentiment Analysis
By analyzing social media mentions and news articles, we evaluated the sentiment associated with HUL’s brand and products.
Insights: Positive sentiment peaked in March, aligning with favorable reception of a new product launch. Negative sentiment was minimal, suggesting effective management of public relations.
4. Customer Persona
Development Meltwater’s AI capabilities facilitated the development of detailed customer personas by analyzing demographics, interests, and online behaviors.
Insights: Millennials (25-34) are most engaged with sustainability-related content. Gen Z (18-24) shows high engagement with topics related to natural ingredients and ethical sourcing.
5. Campaign Performance
Tracking We monitored the performance of HUL’s recent marketing campaigns by analyzing media mentions, social shares, and sentiment shifts post-launch.
Insights: A significant increase in positive mentions during the campaign indicates its effectiveness. A drop-off post-campaign suggests the need for sustained engagement strategies.
Integrating Meltwater into Market Research Workflows
- Data Collection: Use Meltwater to aggregate data from news outlets, social media, and blogs.
- Data Filtering: Leverage AI filters to focus on relevant topics, geographies, and demographics.
- Analysis: Utilize built-in analytics tools for sentiment analysis, trend identification, and competitive benchmarking.
- Reporting: Export insights into customizable reports for clients, supported by compelling graphs and charts.
Conclusion
Meltwater is a game-changing tool for market research companies, offering unmatched capabilities in data collection, analysis, and reporting. Its AI-driven insights empower companies to make informed decisions and provide clients with a competitive edge. By integrating Meltwater into research workflows, market research companies can unlock deeper insights, enhance client satisfaction, and drive business growth.
