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Research Methodology of gemiusInsight

A gemiusInsight study comprises three basic stages:

1. Creation of the concept of the study, which consists of:

  • determination of particular aims of the study,
  • determination of the period of time from which information collected for analysis is to come,
  • determination of concepts and key words which will be used to look for content concerning a particular brand, product or service,
  • definition of competing brands,
  • determination of the range of websites to be taken into account, for example restricting the study to thematic portals related to a particular line of business.

2. Gathering material for analysis

The material for analysis comprises mainly texts published on message boards and blogs, as well as opinions in the form of commentaries to articles. Methods of finding the material for a study include:

  • the use of popular search engines: Google, NetSprint, Technorati,
  • use of an advanced RSS reader,
  • following links and references present in blogs and on message boards, which have been found by searching for information in the same way as internet users who are interested in a particular product or service,
  • use of a gemiusAudience study.

3. Analysis of the material and preparation of a report

The last phase of a study consists of analysis of the material which has been gathered. The analysis involves detailed reading of the entire material, and its most important element is not the counting of key words and concepts which are found, but their interpretation. For each study a new, separate document is created in the programme Atlas.ti.

If you would like additional information concerning our methodology, feel free to contact Gemius.