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How to listen to online consumer conversations
How to listen to online consumer conversations
Written by Andreas Reibring
Updated over a week ago

Public social media platforms are brimming with consumer chatter, but the high level of noise makes it exceptionally difficult to gain a comprehensive understanding.

With Dcipher's innovative social media analysis workflows, you can utilize AI technology to effectively read and analyze large volumes of public social media posts. This provides a comprehensive overview of online discussions, complete with qualitative and quantitative summaries of essential themes.

Typical use cases

  • Listen to what people are saying about products and brands – your own as well as those of your competitors

  • Understand consumers through their online conversations – map themes in their conversations around your topics of interest

Delivery formats and outputs

  • Excel data reports

  • Interactive reports with visual content landscapes

How much does it cost?

The cost depends on the volume of social media data to be processed. The cost is calculated and displayed in the workflow wizard based on your search criteria.

With our free trial account, you get US$ 50, which is enough for analyzing 25,000 social media posts.

How to use Dcipher’s content landscaping workflow to study online conversations bottom-up within a broad area of interest

Step 1: Run a content landscaping workflow

Log into your Dcipher Analytics account, go to “Dcipher Workflows”, and select the Content landscaping of social media workflow. This workflow lets you run a comprehensive thematic analysis of public social media posts in channels such as Twitter, Facebook, Instagram, Youtube, blogs and forums worldwide within your area of interest.

Click “Use this workflow” and follow the instructions in the workflow wizard. The wizard guides you through the process of setting up the workflow. At the end of the Wizard, click “Run workflow” to start the workflow run and wait for the results to generate. You will get notified by email once your delivery is ready.

Step 2: Access the results via an interactive report

Once the workflow is done, click the workflow in the Workflow view and then click the interactive report icon. This will open the interactive report so you can view and interact with the results. The report has three views:

  • Content Landscape: Shows topics (clusters of similar information) and thematic hotspots (clusters of topics) organized based on similarity. Click a topic to get a summary of the associated information and key source references. This view is a great way for getting an overview of the online conversations.

  • Category View: Shows discussion topics organized by available categories, such as themes and countries. This view is useful for dividing the identified topics into different categories, making them easier to digest.

  • Trend Chart: Shows the growth in the topics’ share of voice over different time periods, depending on what the input data supports. This view provides a great way of finding topics that are trending over a given time period.

To publish an interactive report publicly for sharing with others, click the “Copy link” icon in the top-right corner of the screen.

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