Development of a platform to analyse the opinion of consumers and citizens
Nowadays, millions of data, news, communications and opinions are uploaded to the Internet. Data can be related to people, enterprises, products, services and so on, and its tracing, control and assessment lies within the so-called online reputation management. For instance, among other browsers, Google indexes the words that relate a person, enterprise, product or service with any news or opinions. In such a way, Web 2.0 technologies have empowered consumers with new tools to express their points of view, inform and recommend through their word-of-mouth about brands, products or services.
As it is widely known in the marketing sector, building up a brand needs large investment in marketing and advertising campaigns, as well as in the creative process of the campaigns and the dissemination through all types of channels. Therefore, it is very important to know the image of a brand, person or service in Internet and to classify the existing contents as positive or negative. If the image is negative, several measures should be taken in order to reduce the effects and replace the brand in the corresponding rank in the browsers.
The development of a platform to analyse the opinion of consumers and citizens, project (ePOCA) has been partially funded by the INNPACTO 2011 Call under Ministerio de Economía y Competitividad (IPT-2011-0853-430000). The main objective of the project is the development of a set of tools to assess the image of a brand, product, person or service in Internet.
In order to achieve this objective, a software platform will be implemented to allow monitoring multimedia contents to analyse the evolution of opinions and sentiments about those brands, products and services on the basis of the main information sources in Internet. Such platform will allow enterprises, organisations, institutions or even well-known people to analyse existing comments and opinions in multilingual social websites (in English, Spanish and French) about their sector, market, brand or product.
Coordinated LKS, S. Coop, the partners of the consortium are Agoranet 2000, S.L, Alianzo Networks, SL, Vicomtech Foundation (Vicomtech) and Tecnalia Research and Innovation Foundation. Moreover, it should be mentioned that there are already several final users that will validate and exploit the results of the project such as Mondragón Corporación Cooperativa (MCC) via LKS.
ePOCA will last for 24 months, starting from the 1st of July 2011.