Classical market research often no longer delivers reasonable results for the markets. The technology presented by the Swiss SME was originally developed by a Swiss R&D institute active in market research and digital impact. It goes far beyond existing surveys and applies a new cross- and multi-channel approach, extracting application programming interface (API) method where data from 14’103 sources worldwide including search engines (e.g. Wikipedia, Google, Bing, Yahoo!, Ask, Lycos), social media platforms (e.g. Facebook, Twitter, Linkedin) and e-shop searches (e.g. Amazon, ebay, Alibaba). The collected data is analysed systematically to reveal the frequency of queries submitted by internet users by the domains of 203 different countries in order to measure the potential online markets.
The extracted aggregated data show how often the selected keywords have been searched for and how this number varies over time. It therefore allows drawing conclusions about the population’s online search behaviour regarding the respective keywords.
This high-tech approach for market research is unique because it tracks down the active searches by the user community itself, measured by API or software interfaces on the respective platforms, where a search field is offered to users. The most prominent services include:
- potential-analysis (future issues)
- single site analysis
The keyword contents are gathered by a site grabbing technology. This technology extracts all the content of a website which is visible from the outside (published). Figure 1 shows the site grabbing technology. The structure of the site is displayed in a data tree. The site grab includes all sorts of text documents, meta data, descriptors, image descriptions, etc. It stores all the readable contents on a relational database where the information can be analysed.
In Figure 2 the aggregated search volume for some keywords (average search volume per channel measured in Switzerland) is compared to the content offered referring to these keywords. The content offered on a website for example is derived from the site grabbing technology mentioned before. The actual digital key performance indicators (KPI) measures are weighted in order to be comparable. The blue bars “Content Offered” show how prominently a product, service or topic is published on a specific website, campaign, app or e-shop. The red bars “Search Volume” show, how intensively online users in a specific country actively search for this product, service or topic on the internet via search engines, social media and e-shops within the last 30 days (normalized figures).
Figure 3 shows a sample comparison of content offered used in competitor analysis or benchmarking. This allows a comparison of which provider features what product, service or topic more or less prominently than others. The green, yellow and orange bars show, how prominently a topic is featured by the analysed competitors. This allows a comparison of different providers with a comparable offering in the same branch or industry.
Cooperation is possible in any industry with digital content creation, early digital transformation projects or campaigns. The goal of the cooperation is to measure the “digital impact” as opposed to guessing.
The Swiss company would like to establish commercial agreements with technical assistance. The SME provides digital impact measurements business intelligence and online market analysis to partners and customers.
The SME is also interested in cooperating in the context of publically funded programmes, e.g. Horizon Europe, as a subcontractor or as a consortium partner for market analysis, data science, digital impact, consulting assistance and support.