NSI conducted a thematic analysis of short promotional videos and teasers alongside the fans’ comments to each video for a large entertainment company with an active fan base to explore patterns in the video content and the customers’ responses in an effort to identify what customers are saying and why it matters.

Identify What Customers are Saying and Why it Matters

NSI’s thematic analysis–a technique from our more broader discourse analysis methodology–was utilized to identify what your customers are saying and why it matters to them. We looked at not only what they are saying…but also how. Each thematic analysis is tailored to the problem at hand. By methodologically but openly approaching the discourse of interest, NSI taps into the meaningful issues as they are communicated by the speaker (e.g. the client’s target demographic, emails to customer service, comments to a client’s advertisement, etc).

In a project for a large entertainment company with an active fan base, NSI conducted a thematic analysis on short promotional videos and teasers alongside the fans’ comments to each video. The combination of exploring the patterns in the video content and the customers’ responses advanced insight into the keystone values and qualities that the client espoused and how those values were echoed and appreciated by their customers. NSI’s thematic analysis goes beyond just identifying the most frequent mentions and issues–the NSI approach uncovers what really matters and why.

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