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Audience analysis
AUDIENCE ANALYSIS FOR AB INBEV
More than 6 million VKontakte profiles were analyzed to figure out what the company’s target audience is. For a better understanding of the potential customer, we studied personal priorities, their sources of inspiration, the important things in their lives and their views on alcohol and smoking. We also identified opinion leaders, social groups, and HORECA companies that could be used for promotional purposes.
AUDIENCE ANALYSIS OF THE VK BAN IN UKRAINE
We analyzed the age and gender of users before and after the VK ban, the distribution of users’ friends, and their subscriptions to various groups. (See p. 38-58 of the research).
AUDIENCE ANALYSIS OF SOCIAL MEDIA IN THE BALTIC STATES
More than 5 million profiles of Russian-speaking users were studied. We analyzed the distribution of users by age and gender, cities and regions, number of friends and group membership. You can read the full report in this NATO StratCom publication.
CLUSTERING ALGORITHM TO IDENTIFY TOPICS AND USER TYPES IN SOCIAL MEDIA POSTS
In research into the effects of banning VKontakte in Ukraine, we used clustering in our analysis of post topics. This helped us conclude that ‘Pro-Russian propaganda’ notably increased while the share of ‘Ukrainian news’ decreased.
In NATO StratCom research on the virtual Russian world of the Baltics, we analyzed more than 92 million posts and millions of user profiles. Based on a cluster analysis of user profiles, it was possible to identify four types of ideological users: Writers, Distributors, Readers, and Members of the Active Reserve. As a result, we managed to study them more accurately.
In research conducted with Internews Ukraine on the Ukrainian presidential elections, our script determined 152 topic clusters in more than 9K texts. Thanks to clustering analysis, we identified 40 users who exhibited strange activity on VKontakte and appeared to be social bots.
benefits audience analysis
- You can create a detailed target audience profile for your marketing strategy
- You can target the right group of people and promote your product using an individual approach to each audience segment
- It's possible to gather insights about your competitor's audience
- You can find opinion leaders in the field you're interested in