Content Theme Analysis
Content Theme Analysis leverages Zappi’s tagging system and can be used to analyze all projects fielded through the platform in a ‘meta’ type of analysis. The analysis runs when there are at least two or more tagged stimuli. However, it’s recommended that there are at least 10 stimuli associated with each tag for useful insights.
Hypotheses can be formulated around tags that embody the general theme of a stimulus (e.g. whether the ad featured a celebrity). These tags are analyzed to see whether there are common themes that outperform others, which allows for a more holistic analysis of what works well and what doesn’t.
How it works:
Content Theme Analysis compares key measures across your tagged stimuli. Once your stimuli are tagged, you can compare their performance with a benchmark across our key measures.
The tag score is the average score of all the stimuli that have been assigned to that tag.
The benchmark is the average of the tag scores displayed.
This means the benchmark score is an average of averages, rather than a mean of all of the stimuli included in the analysis.
When using this analysis,
be sure to tag your stimuli to cover any hypotheses you'd like to test. Use the 'Tags' configuration step to filter the tags included in your analysis to test a particular hypothesis. For example, you may learn that placing emphasis on certain features enhances stimuli performance.
Configuration parameters:
- Tags. Analysis text, Benchmark, and chart color coding will adjust based on the tags configured here. This step can be used to drill down into the tags required for your hypothesis. allow users to select which tags to display on the chart.
- Measures. allow users to select which measures they would like displayed on the chart.
- Ranking Measure. measures are ordered alphabetically by default. Use this config step to rank the tags on a given measure from highest to lowest. Because of this, we recommend creating a naming convention based on the category so that related tags show up next to each other. i.e Celebrity: Yes, Celebrity: No
- Ads/ Concept Selection. select the ads/concepts on which to run analysis in the Explore tab.
- Mean/Top Box. users can define the calculation method used in the chart. They can select to use the mean or a top/bottom box. The top 3 boxes are selected by default.