If you thought you knew everything about brand evaluation, this article may change your perspective. Traditionally, the only way to understand what consumers thought about a brand was through surveys—collecting responses and then analyzing them later.
The issue with this approach lies in the limitations: analyzing large numbers of questionnaires is time-consuming and respondents are often influenced by biases when answering.
Today, a true revolution has begun, and artificial intelligence (AI) is one of its leading forces.
How Does Artificial Intelligence Work (AI)?
The process of extracting and analyzing vast amounts of data—commonly known as data mining—is at the core of this innovation. Through AI, it is now possible to collect and interpret massive datasets, such as comments, images, videos, and news articles from across the web, to understand consumer sentiment.
What the human mind might dismiss as noise, AI can transform into valuable insights. For this to happen, specially trained algorithms are used to detect hidden patterns that would otherwise go unnoticed.
At MRC Omnichannel SAGL, the process begins with datasets ranging from hundreds of thousands to millions of items. From there, a semantic network is built to identify correlations in the analyzed texts. These correlations are then mapped into categories, which become part of the programming framework.
The Feeling of the Brand
One of the key outcomes of this analysis is the ability to measure brand sentiment—whether consumer perception is positive or negative. This sentiment reflects how consumers feel about a particular brand. If negative, the brand must take action to change consumer perception. Sentiment has a direct and significant impact on sales performance.
The Brand’s Role in the Network
Another valuable insight provided by the algorithm is the brand’s position within the semantic network formed by related texts.
MRC Omnichannel SAGL’s experts can assess how central a brand—or product—is within the communication network. The stronger brands are those that occupy central positions in this constellation of texts.
The Brand’s Connectivity
Connectivity represents the brand’s “intermediary power”—its ability to act as a bridge linking other terms (and therefore topics) within conversations.
MRC Omnichannel SAGL delivers reports that guide brands in identifying the best strategies for social media investments, ensuring the brand is consistently connected to relevant themes and concepts.
One of the most common mistakes in brand communication is straying too far from the brand’s core identity. Consumers want to engage with brands that remain coherent over time. To address this, MRC Omnichannel SAGL uses advanced algorithms designed to maintain alignment between communication and brand history.
A New Approach to Brand Evaluation
For all these reasons, many brands have shifted their approach to brand evaluation, embracing artificial intelligence as a powerful tool for deeper, faster, and more reliable insights.