Content Analysis

Through 2011 we finalised the construction of our latest innovation, Scientific Content Analysis. This completes our ‘triple’ analysis capabilities, so that we can now analyse scientifically what you say (content), how you sound (voice) and how you look (visual).

The parameters that we created for Content Analysis have been derived from a long starting list of over 50 metrics that we thought worthy of measurement and further consideration. We have reduced the list to the top 8 parameters that we observed made the biggest difference to the quality of the content. The results of the analysis of client content are compared with reference samples of the best content that we have been able to obtain. One reference operates for the written word, and another for the spoken word.

We make these measurements from the text of a written document, and from the transcript of a speech or presentation.

A report is compiled with suggestions on areas to develop. It also shows where the content is already of a comparable standard to the best produced by the reference samples. This focuses the advice we can give on content, allowing quicker, repeatable and more sustainable gains to be achieved.

Our analysis is based on the work of rhetoricians from Aristotle and Cicero to Petty & Cacioppo and beyond. Measurements are compared with a reference group, comprised of a sample of the most effective spoken and written content produced (see Content Profile diagrams below).Sample input and output measurements made with our Content Analysis:

Content Profile 1 Content Profile 2

We can perform this analysis on written documents or on the transcripts of speeches and presentations, although the analysis does subtly distinguish between the two communication modes. If necessary, we can take audio or video footage as the source for a transcript, and this takes a little longer to do. We prefer to have additional supporting information alongside the content itself, on aspects such as the purpose of the content, the audience, and the context. This assists us to produce more accurate results.

The analysis is principally scientific but recognises the value of rhetoric as a tool for effective communication and persuasion. It is not the presence/absence of these tools which counts, but the use to which they are put.

For an opportunity to try out one of our analysis tools, grab some clean text and visit