|
|
News Collection
& On-line News
Libraries
Content Analysis
Basic & Advanced Strategic
Communications
Measurement QIA Analysts Other Critical Capabilities
 |
Commonly Asked
Questions & Answers
Q: Why measure the media?
A: Public opinions are formed in great part from what people read and hear – the impressions delivered by the media. Being able to systematically measure these impressions as they occur provides communications professionals with a window into how opinions are being formed, while they're being formed. QIA™ On-line's diagnostic tools also enable communications professionals to clearly see the content and patterns in these impressions, and use this information to develop highly effective communications strategies. 
Q: If we just collect and read news clips, is that sufficient media research?
A: It certainly is better than not collecting and or reading anything. But just reviewing or reading vs. systematic, trained analysis often generates two very different levels of understanding. When reading we tend to be attracted and influenced by the sensational and anecdotal. True media analysis such as QIA™ is a disciplined research process that uncovers and measures the real impact and import of the content, tone, impressions and trends within the media, with this information then empowering better communications decision making.
Q: How do your On-line News Libraries work?
A: QIA™ news libraries outsource the tedious daily task of collecting, distributing and filing news clips while enhancing your ability to review and understand the news. These libraries use the same database and analysis engine as QIA On-line and work in the same way as most news clip files in our office – just easier and faster. All news clips that meet your collection criteria are summarized and indexed by our research professionals and stored on line. You then use QIA's powerful analysis engine to study them by any combination of the indexing criteria – source, date, byline, news subject, type (article, editorial ,ad, etc.) and market. For any items you wish to review in a full text version, we either fax or e-mail them to you when requested. QIA™ makes your news libraries available through your browser to you and others you authorize 24/7 – it automates your news clip distribution and empowers all of your readers with the ability to easy find the information they are interested in.
Q: Is it easy to shift from just having on-line news libraries to any form of QIA™ media analysis?
A: Absolutely – in fact, it's a seamless process as QIA™ was designed to allow you to expand or change your use and criteria at any time. QIA™ uses the same database and analysis engine for all of its applications, from simple on-line news libraries to sophisticated content analysis and strategic communications measurement. QIA™ is designed to provide long term value by being able to adjust in any direction your needs dictate. 
Q: What does QIA™ provide that other research tools do not?
A: It identifies, tracks and measures the impressions being presented to key audiences that will ultimately drive how consumers will feel about your organization, specific initiatives, or key issues. As opposed to traditional survey methods, it quantifies the inputs that work to form opinion, not just the outcomes. This assessment is real-time, uncovering what is being said, by whom and through what sources so responses can be targeted and direct.
Q: Why measure impressions?
A: Tracking and measuring impressions provides the added benefit of enabling you to measure and assess messages your key audiences are exposed to before it has a chance to significantly affect opinion, as opposed to doing traditional surveys that are far more expensive, and happen after the fact, never allowing you the opportunity to get in front of and manage issues.
Q: Why is quantifying these impressions important?
A: Research has shown that consumer opinion is shaped and driven not so much by the large headline, but by the constant repetition of thoughts or ideas over a period of time. While a large headline (or a television or radio news article) may be highly intrusive for the moment, if the issues and concepts contained in these news articles are not repeated, they do not shape or drive public opinion as much as constant repetition or discussion of a series of topics or issues.
Q: How are these impressions measured?
A: When developing QIA™, we realized we had to create a unit of measurement that would be something both experienced communications professionals, clients and decision makers could visualize, rather than some abstract indices. Our unit of measurement is an FPE. FPE stands for a Full Page Equivalent – the impact of a typical full-page that one sees in most magazines. This enables us to aggregate the volume of impressions in a variety of ways and discuss them in a meaningful fashion. For example, it is much easier to envision a stack of 200 full-page ads on a desk and use that as a way to communicate the potential impact of the public discussion on a given topic, rather than saying there were 50 news articles as articles vary in size and impact.
Q: What else do FPEs enable you to do?
A: FPEs allow us to aggregate the total discussion and quantify it in ways that uncover how media-delivered impressions may impact opinion. They enable you to track the change in the volume of impressions in total, by any particular company, topic, issue, tonality, voice, media source, publication or any other criteria that is important to you. Tracking both the volume and change in volume of impressions by a wide range of criteria enables you to predict where public opinion may be on any given issue well in advance of when quantitative surveys typically confirm opinions.
Q: What scientific principles is QIA™ based on?
A: Underlying QIA™ is the concept of content analysis. This process, developed and utilized very effectively by the intelligence community since WW II, is a proven way of organizing and measuring the impressions discussed in the media, and understanding the key issues behind this discussion. In developing QIA™, we researched how content analysis was being utilized both in the academic and business community, and built our model on this information.
Q: How quickly can QIA™ quantify issues in the news media?
A: Very fast – even on a daily basis if needed. Our unique technology enables us to gather impressions from electronic news sources and websites as the information becomes available. But one of the real values of QIA™ is its ability to track and identify trends in this information based on the criteria you establish. So while speed is essential, having enough volume of data to uncover and see the trends and patterns is equally revealing and important, which is why typical report periods tend to be bi-monthly, monthly or quarterly.
Q: How flexible is QIA™ to fit my information needs?
A: Very flexible. QIA™ can be adapted to track and measure impressions on almost any issue, topic, set of issues, publications or situations. And it is just as flexible at any point after it has been started as it is at inception. In fact, we encourage it – we constantly advise clients to update and modify information collection/reporting criteria so that QIA™ continues to provide a high level of value. Just call us – the more complex your need, the more we enjoy the challenge of seeing how we can develop the information you need to better understand your situation.
Q: Is there any geographic scope or limitation to QIA™?
A: No – with our electronic data collection capabilities, we can monitor and collect information from almost any major information source across the US. This means we can track issues for you in almost any set of news publications nationwide, say the top 100 newspapers nationally, or all publications within a specific region, or almost any other combination needed to fit your information requirements. We know your information needs are not static, so we've designed QIA™ to be highly flexible and to change with you as your needs change.
Q: Are there any limits to the number of issues or topics QIA™ can track for us?
No, not from a process or technical standpoint. The only determining factor is what provides you with the most meaningful and actionable information. Often too few or too many issues do not provide information that enables sound and effective decision making.
Q: How are QIA™ reports delivered?
A: When you set up your QIA™ account with us, we work with you to determine your preferred frequency and the content of your report. These are then delivered either electronically through the internet to insure their timeliness or by mail if the data is less time sensitive. All reports, whether sent electronically or by mail, include a web conference or teleconference with our analysts to review the information, ensure your questions are answered and help you understand the import of the information being presented. If you have more strategic or tactical questions about how to develop more effective communications based upon this information, our ON-CALL STRATEGY SUPPORT TEAM is available to teleconsult or work with you on a more extended basis to maximize the effectiveness of your communications.
Q: How do I best use information developed by QIA™?
A: QIA™ is a highly effective directional tool. It tells you all of the information on which to make sound decisions, on how to adjust your communications efforts, or how to develop and implement highly targeted responses. It removes the worry of not knowing how your campaign or communications effort is performing until the next quantitative survey by providing real time input that will allow you to adjust across the campaign to maximize your objectives. It provides the information to develop highly targeted and proportional responses to situations so that you can move with decisiveness and confidence to handle situations as they crop up. Our analysts help you understand the information included in each report, and our ON-CALL STRATEGY SUPPORT TEAM of highly experienced communications consultants can help you develop your campaign further, or craft a response to any situation identified by QIA™.
Q: Please tell me more about your ON-CALL STRATEGY SUPPORT TEAM.
A: Behind QIA™ is a team of highly experienced communications consultants who work daily with clients nationwide in developing and executing effective communications campaigns. QIA™ is an outgrowth of this ongoing consulting work, and our product development process is based in part on the on-going insights and knowledge our consultants gain in their daily work. These consultants are also available to consult with you by phone or in person to help you maximize the value of the information QIA™ is providing, or to work with you on any facet of your marketing and communications needs. In addition to the unique understanding they offer on how to use QIA™, they bring specific skills in corporate visioning, campaign planning, assessment and measurement, research management, brand development, advertising program assessment and management, B2B database driven direct mail, website development and integration and a wide range of other communications skills.
Q: How quickly can you implement a new QIA™ account?
A. In a matter of hours, if needed. The key is to determine what key issues are to be assessed and the scope of the media collection. Once that is done, in most cases, information collection can begin the same day.
Q: What is the best way to understand how to apply QIA™ to my communications efforts?
A:E-mail us now or call us toll free at 866-443-9600!
We will work with you first to understand the communications process for which you wish to utilize QIA™, and then we will provide a comprehensive proposal outlining our recommended report content, frequency and pricing.
|
"QIA™ is a results-driven tool. It gives you a broader picture of what you need to accomplish, whether it's turning a negative into a positive or making the most of an opportunity."
Subscribe to our
free e-newsletter
THE MEDIA MONITOR.
|
|
