Qualitative analysis is an interpretation of media coverage in a way that cannot always be measured with numbers and statistics.
To compile the qualitative part of a report, an analyst will consider the following:
- target audiences
- words used
- media sources, and
- any other aspects that may provide additional context.
Once a report is compiled, it informs clients of the favourability of their media coverage.
It is important to always dig deeper for more information and insight into media coverage. Qualitative analysis can help you look further than the obvious, making for a more comprehensive media analysis report.
With the extra insight that qualitative analysis provides, your brand can make better-informed decisions about:
- communication campaigns
- media relations
- brand image
- goal-setting, and
- general brand strategising.
Qualitative analysis of your media coverage can also help you answer questions about how audiences perceive your brand, your competitors and any action your brand decides to take.
Are you interested in a career in media analysis? Read our blog,
Is Being a Media Analyst the Right Career Choice for You?*Image courtesy of
Canva.