To analyse the 'voice' of a brand or an organisation, we realised that we needed to go beyond primary research and draw on our academic heritage in linguistics. So, we developed a desk-based discourse analysis tool called Syllabell. It uses existing written material like websites, letters, annual reports, newsletters, and brochures to diagnose your brand or organisation's voice.
Syllabell diagnoses how your organisation or brand communicates through language - its 'linguistic palette'. It is also a quick way to define your competitive context through analysis of the language used on competitors' websites or social media.
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Case Study - discourse analysis of websites
Our client is planning to relaunch a significant part of their business. This client is a not-for-profit organisation with a small research budget. We are conducting an online survey to gauge customer motivations for them but there is insufficient budget to conduct any exploratory qualitative. Therefore, we conducted a discourse analysis of all the websites of a range of similar organisations worldwide. This analysis clearly revealed two very different ways to communicate the benefits of the new offering. We then tested these two ways to communicate in the survey.
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