Using Brand24 in Scientific Research on Consumer Perceptions of Perfume Scents
Market research and trend analysis are some of the most prevalent uses of our tool. It empowers brands to gain deeper insights into their industry, helping them to identify emerging competitors or potential influencers for collaboration.
However, its applications go far beyond that. For years, Brand24 has also been a valuable resource for research institutions, providing them with in-depth data on social trends and phenomena through comprehensive monitoring of forums and social media platforms.
We spoke with:
Anna Hynowska, a graduate of SWPS University in Wrocław, focused her master’s thesis on exploring how people perceive different luxury perfume scents. Her research was structured around several key components:
For the final stage of her thesis, Anna used our tool to analyze social media narratives about these perfumes. This analysis helped her uncover the associations and cultural codes that each scent represents.
I am amazed by the scientific potential of this tool. Each of the features offered could be a separate source of inspiration for research on digital culture.
Every scientific project demands a holistic approach, particularly in the methodological section, which can be quite challenging.
It requires a deep understanding backed by thorough research and a comprehensive bibliography. The next crucial step is conducting research that supports the thesis, a task that demands significant time and effort.
Given the time constraints, the need to collect extensive research material, and the meticulous categorization required, these tasks can be overwhelming. It’s understandable that researchers often seek ways to automate and streamline this labor-intensive process.
Read more about how academic lecturers use Brand24 here >
Many research papers require market analysis, which allows data to be categorized and processes to be understood. For Anna, Brand24’s support was invaluable. Social media data was gathered using the tool over three months (November 2023 - February 2024).
Brand24 made this research possible by providing access to data that, while seemingly available to everyone, was, in practice, very difficult to obtain. I believe many researchers could benefit immensely from this tool.
Time savings
As Anna explains, collecting materials relevant to her research was crucial and also the most challenging part of the process. Manually gathering this information would have required an enormous amount of time, energy, and focus, with a constant risk of human error. However, with Brand24, this material was available almost instantly.
Results from the Analysis tab for the "Black Opium" project. Source: Brand24
"It was an incredible time and energy saver, allowing me to focus all that energy on what is most important from a research perspective – analysis and drawing conclusions," adds the author.
Ease of use
Brand24 is incredibly easy and intuitive to use. Its straightforward interface and clear features make it accessible even to those with no prior experience in data analysis, enabling them to efficiently and effectively manage their research projects.
"I was also impressed with how intuitive this tool is," says Anna. "As someone who doesn't work with this type of analysis and data daily and had to use it for a completely different purpose than business, I had no trouble quickly finding my way around."
Clear interface of the Mentions tab. Source: Brand24
Facilitated analytics
Our interviewee also highlighted that the analytical tools in Brand24 significantly enhanced the efficiency and accuracy of her research. The clear charts of global statistics enabled her to quickly determine whether the data supported her theoretical assumptions. The ability to moderate and filter the collected information from various angles proved invaluable from a scientific perspective.
Breakdown of emotions in the analysis of perfume scent perceptions (excluding neutral emotions). Source: Brand24
In her studies on how people discuss scents across different cultures, Anna utilized topic analysis, geolocation, and sentiment analysis. These tools provided a comprehensive view of the global context and local cultural differences, helping her to understand consumer perceptions of scents better.
Share of mentions by country. Project: Black Opium. Source: Brand24
Topic analysis offered a broader perspective on the global context of the discussions. Geo analysis provided crucial data on local cultural differences, one of the most challenging aspects of my work. Emoji and emotion analysis gave me valuable insights, allowing me to read between the lines and understand how people feel about the scents, not just what they think or say.`
Simplified argumentation - evidence
Moreover, Brand24 offers advanced data analysis and visualization features, making it an invaluable support for researchers and analysts.
"Global statistics were a valuable element of my work, allowing me to illustrate the scale of the studied phenomenon and highlighting the validity of my scientific inquiries."
Automatically generated infographic for the "Black Opium" project. Source: Brand24
These visual reports not only help readers understand the scale of the phenomenon being analyzed but also strengthen the argumentation of scientific inquiries, making them valuable tools in research and analysis.
"The infographic report became a valuable addition to my work, with individual charts supporting my arguments visually and substantively, reinforcing specific paragraphs," the author adds.
Brand24 is an invaluable tool for anyone looking to gain a deeper understanding of market trends and social phenomena. Utilizing advanced analytical tools like those offered by Brand24 provides an edge in data collection and analysis, which is crucial for making informed decisions.
Read the case study on trend analysis in research institutions here >
Whether you are conducting scientific research, analyzing the market, or monitoring a brand, investing in media monitoring is a step towards more effective, precise, and informed actions.
