Method

Discourse and narrative analysis

What is being said, who is saying it, and in what words.

We systematically analyse what is published and discussed about a brand, an industry or a public issue: media, social networks, forums and institutional communication. This is not a mention counter. It is identifying which narratives are competing, where they come from, what vocabulary sustains them and which ones are gaining ground.

How it works

The corpus is defined: sources, period and inclusion criteria.

Material is collected and cleaned, discarding noise and automation.

Themes, actors and narrative frames are coded.

Evolution over time and turning points are read.

When to use it

Cases where it fits

In a reputation crisis, to understand what is being argued and by whom.
To prepare a communication strategy in the audience’s real language.
To follow a public debate affecting your industry.
As a qualitative complement to an opinion survey.

At a glance

Typical sample: Corpus defined by period and sources
Duration: 2 to 6 weeks
Coverage: Media, social networks and institutional communication

What you get

Map of competing narratives and their spokespeople
Timeline of how the debate evolved
Glossary of the audience’s actual language
Communication positioning recommendations

Frequently asked questions

Is this the same as a social listening tool?

No. A listening tool counts mentions and classifies sentiment with a generic model that, in Mexican Spanish, frequently misreads irony and idiom. Here the corpus is read and coded with human judgement, and the tool only serves to gather the material.

Let's talk about your project

Tell us what decision you are facing and we will tell you which study answers it.