Isentia (ASX:ISD) has launched a new form of Reputation Analysis, that is set to be a game-changer in traditional market research circles. Isentia’s Reputation Analysis blends organic social media conversations and survey data to provide a more comprehensive and modern view of what the public says, thinks and feels about an organisation.
It’s designed to help organisations across APAC benchmark,
strategise and measure reputation. Isentia’s Reputation Analysis uses an integrated framework that examines the three most important drivers of organisational reputation: strategy, culture, and delivery.
All three drivers are analysed independently, and the report includes an overall RepID score on a scale of -10 to +10 which integrates the strategy, culture and delivery scores, as well as providing detailed information on performance across each driver.
Kickstarting Isentia C3: Consumer . Communications . Conference 2020 in Kuala Lumpur, Malaysia to introduce and officially launch the brand’s Reputation Analysis and to understand Crisis Management and Brand Reputation.
Isentia C3 is a platform where industry experts shape the future narratives in the media landscape. In 2020, Isentia C3 focuses on Crisis & Reputation Management, providing insights on predicting crisis, measuring reputation and future proofing communication efforts.
Joining the panel discussions as industry leaders are Syed Mohammed Idid, Head of Corporate, Community & Public Engagement from PLUS Malaysia, Amelia Tan, Co-Founder & Advisor from GoodKredit Malaysia, Liz Kamaruddin, Managing Director of Strategic Communications from FTI Consulting, and Raymond Siva, Chief Marketing Officer from Malaysia Digital Economy Corporation.
Kunalan Ramasamy, General Manager, Isentia Malaysia said, “Reputation is really how people feel about them. These feelings can be based on their interaction and knowledge of the brand or their experience with the product and services the organisation provides.
“By using the combination of social conversation and survey data will allow you to reveal a point in time, complete view on what people say, think and feel about your organisation. In short, we are able to provide a more comprehensive, relevant and strategic view of reputation.”
“Isentia Reputation Analysis provides communicators, marketers and business leaders with Insights and recommendations on areas of opportunity and weak spots and where you might influence the ‘ neutral ‘ audiences into advocates.
“This reputation is important as it can often dictate the actions or choices audiences and buyers make, impacting an organisation financially and ability to grow. If managed and measured, the value of an organisations reputation can be safeguarded and used as a source of growth by strategically influencing key consumer’s consideration over the competition and the market broadly”added Kunalan Ramasamy.
Isentia has identified one of the biggest opportunities for organisations to sway their reputation to a more favourable state is to tap into their neutral or ambivalent audience – the segment which usually represents a larger portion of their target audience.
As the latest addition to a growing suite of products and services, Isentia’s Reputation Analysis stands to connect the dots for many clients across APAC who are looking to understand the full impact their efforts are having in influencing the perceptions and decision making of key audiences.
Isentia’s Asia CEO, James Merritt commented: “We have a proven track record in helping organisations monitor how often, when and where their news appears. Reputation Analysis is a new product I am personally very excited about because it now allows the same organisations to understand if their actions are changing the way audiences think, feel and act towards them.
In the modern world we see how quickly stories can change and can now understand the impact that has on organisational reputation. The new framework allows ongoing tracking and has been specifically designed to help protect and grow reputation.
The fact the research is taken directly from social media means greater real-time relevance and ensures more authentic responses versus more traditional research methods”.
The unique combination of social media and survey data also means Isentias can move faster and turn analysis around in shorter time frames compared with more traditional players. Isentia Reputation Analysis is available now.