• Communications Research

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    Trying to make your digital content as effective as possible? Involved in producing content or social media where you can't control every word? Need to figure out what your content's core themes should be, when a dozen or more have been proposed? Dissatisfied with A/B testing? Consider using the OpinionPath solution. OpinionPath combines market research, social psychology and analytics to quickly explore dozens of possible sets of core content themes to find the set that will best meet your objectives.
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  • Research Meets Media

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    OpinionPath is a market research firm that works with media companies, agencies and marketers to develop, test, and evaluate content-based branding and audience-development strategies. Its techniques integrate traditional survey and qualitative research with experimental design and analytics. OpinionPath was founded by Chris Stetson in 2007. Previously, he was the Vice President of Research and Market Intelligence for Ziff Davis Media in New York City.
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  • Framing for Effect

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    The need for communication research has long been felt by a variety of industries and business activities, including marketing, public relations, advocacy, website development, and media. But now, in the age of Web 2.0, organizations of all kinds increasingly need to promote themselves through their own content production or through social-media applications that engage customers. OpinionPath's services address this need by using research methods to find the best frameworks for each communication effort.
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OpinionPath’s research services are geared to developing and evaluating content-based communication strategies, especially for brand marketers, content producers, direct marketers, and public-relations managers.

Using analytics in combination with qualitative and quantitative market research, OpinionPath primarily focuses on four types of research projects:

Positioning
Investigate your brand’s current and potential positioning relative to competition, for key market segments.

Content Preferences
Based on brand’s desired positioning, evaluate which communication frameworks are most likely to engage and motivate the target audiences, depending on factors such as tastes, lifestyle and purchasing-process stage.

Communication Testing
Compare and diagnose the direct and viral impacts of alternative copy or communication frameworks, using systematic experimental design.

Effectiveness Tracking
Evaluate the impact of changes to communication strategies, through brand-perception and content-satisfaction studies.

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