Analysis and Research
Ready For The Ride?
Have a look at a detailed overview of the roadmap for our analysis and research phase. This procedure is based on two of our core values, transparency and farsightedness, to experience real partnership, creativity and efficiency. Over the course of the partnership, we will make sure that our clients are always aware at which stage the project is.
TOOLS AND TECHNOLOGIES IN USE
At yumeda, we make sure that our knowledge comes primarily from high-quality journals. In doing so, we draw on a number of academic databases. Among our favorite sources are Emerald Insights, Elsevier or Wiley Library. We make sure that the journals meet a scientific standard, for example by ensuring blind peer review. In addition to journal articles, we also include books in our research. Here, too, we limit our search to high-quality literature. The decisive factor here is above all the publishing house.
However, our examinations are not limited to content research, but also to quantitative analysis. One of the data sources we use for this is Statista. We always check the source Statista uses and verify the data ourselves. In doing so, we not only pay attention to their correctness, but also whether we find any other anomalies.
Excel and R
However, Statista is also an excellent supplier of raw data. Since we at yumeda emphasize customized solutions, we also perform independent analyses, such as regressions. Depending on the data volume, we use Excel or R Studio.
Our goal with these quantitative methods is above all to make them understandable to the customer. In doing so, we formulate the results in a comprehensible way and are also available to answer any questions during the support phase.
Journals and newspapers
In order to complement the academic literature of our research, we also consider professional magazines or newspaper articles. Since the transitions between the various quality levels are blurred in this medium, we place particular emphasis on checking the quality here. In addition, the information found is checked in the further course of the research according to the two-source principle. This group of media has
the great advantage that timeliness has a high priority, which is particularly important in the analysis of microtrends. In addition, a certain subjectivity can resonate with these texts, which can be intentional in commentaries and similar types of texts, among others. This allows us to track the attitude of certain groups towards a topic, which can be taken into account when analyzing customers.
Social Media Insight Tools
Social media platforms are a rich source of data, especially in relation to different target groups. When analyzing our clients’ channels, we gain valuable information about user demographic characteristics. In doing so, we have expertise across the various platforms and are familiar with the differences and specifics of each social media channel. Among the most important platforms for analytics, we include Facebook, Instagram and LinkedIn.
But our clients’ users don’t just leave valuable information when they use social media channels. Data about target groups can also be obtained when using a website. In this context, we have identified Google Analytics in particular as a suitable tool. Google anonymizes the individual users and provides extensive information based on the interaction with the search engine. The combination of insights from Google Analytics with data from social media enables us to develop high-quality analyses for our customers.
Still not convinced? Here is everything important to make sure we are the right ones: