KUALA LUMPUR: Isentia has launched a new form of Reputation Analysis, that it claims is set to be a game-changer in traditional market research circles.
Isentia said the Reputation Analysis blends organic social media conversations and survey data to provide a more comprehensive and modern view of what the public says, thinks and feels about an organisation.
It is designed to help organisations across Asia Pacific benchmark, strategise and measure reputation.
Isentia Malaysia general manager Kunalan Ramasamy said Isentia Reputation Analysis provides communicators, marketers and business leaders with insights and recommendations on areas of opportunity and weak spots.
“This reputation is important as it can often dictate the actions or choices audiences and buyers make, impacting an organisation financially and ability to grow.
“If managed and measured, the value of an organisations reputation can be safeguarded and used as a source of growth by strategically influencing key consumer's consideration over the competition and the market broadly,” he said in a statement.
Isentia said one of the biggest opportunities for organisations to sway their reputation to a more favourable state was to tap into their neutral or ambivalent audience – the segment which usually represents a larger portion of their target audience.
“As the latest addition to a growing suite of products and services, Isentia’s Reputation Analysis stands to connect the dots for many clients across APAC who are looking to understand the full impact their efforts are having in influencing the perceptions and decision making of key audiences,” it added.
Iseantia Asia chief executive officer James Merritt said the company had a proven track record in helping organisations monitor how often, when and where their news appears.
“Reputation Analysis is a new product I am personally very excited about because it now allows the same organisations to understand if their actions are changing the way audiences think, feel and act towards them.
“In the modern world we see how quickly stories can change and can now understand the impact that has on organisational reputation.
“The new framework allows ongoing tracking and has been specifically designed to help protect and grow reputation. The fact the research is taken directly from social media means greater real-time relevance and ensures more authentic responses versus more traditional research methods,” he added.