Media analyses

Regular analysis throughout the year of a previously defined media pool, with at least six-monthly specification of relevant social issues and trends in selected areas of life.

Methodologically speaking, a media analysis is based upon three procedural building blocks that are applied in accordance with the objective and intensity of the analysis:

• Content analysis: analysis of topic areas and associated content. 
• Discourse analysis: how are the topic areas ?charged?? What is their meaning?
• Semiotic analysis: which symbols and codes are used, at both visual as well as verbal level?

The method provides clients with opportunities to guide things on several levels:

• Prompt identifying of relevant trends
• Following the course of trends
• Recognising new communication and brand strategies (aesthetics, lifestyles, marketing)
• Discovering options for product differentiations and

Opportunities to plug into trends
Media analyses can be conducted both qualitatively and quantitatively.