Content Analysis

3 content analysisAn additional type of quantitative research EurekaFacts offers is content analysis. Content analysis is a set of methods for analyzing the symbolic content of any communication. This technique involves reducing the total content of communication (e.g. all the words or all the visual imagery) to a set of categories which represent quantifiable characteristics. Over the past decade the proliferation of social and digital content has provided new forms of communication, and with it new forms of insight. Online sources such as Facebook and Twitter provide real time information, which can be mined and analyzed using content analysis.

When conducting content analysis, EurekaFacts works closely with the client to meet their specific research needs. EurekaFacts works with the client to identify the scope of the study, the breadth of sources which will be scanned, the coding schemes, and subsequent themes which emerge through analysis. EurekaFacts is equipped with experienced staff and necessary software (e.g. NVIVO, Morae) to analyze multiple forms of communication, including unstructured-interviews, audio-visual text and industry advertising (i.e. online videos, recordings, display ads), and web postings (e.g. Facebook, Twitter, Google, etc.). EurekaFacts develops systematic and objective criteria for transforming written text or visuals into highly reliable quantitative data.