Examples of sociological research, made with the use of Brand Analytics system. From problem zones monitoring, to international researches and election results forecast.

1. Brand Analytics
(с) 2014
SOCIOLOGICAL RESEARCHES IN
SOCIAL MEDIA
Public cases

2. Official forecast, published in media 3 days before the election, has matched the official election
results:
Forecast: Maduro - 50,7%, Capriles - 48,8%
Result: Maduro - 50,7%, Capriles - 49,1%
INERTIAL SCENARIO DYNAMIC SCENARIO
Analyzed 6 378 390 messages from 827 385 authors from Venezuela
FORECAST OF ELECTION RESULTS IN VENEZUELA
BASED ON MESSAGE ANALYSIS IN VENEZUELA’S SOCIAL MEDIA
Example of event results forecast
Forecast by Vox Populi using the Brand Analytics system (published on April 11th
, 2013, 3 days before the elections)

3. 64%
43%
4%
51%
58%
70%
36%
57%
96%
49%
42%
30%
0% 20% 40% 60% 80% 100%
USA
Great Britain
Russia
France
Germany
Turkey
% of messages “Assad” % of messages “opposition”
Who is at fault: Assad or the opposition?
Analyzed 1 745 549 messages
from 605 484 authors from 241 countries
83%
84%
94%
90%
88%
64%
17%
16%
6%
10%
12%
36%
0% 20% 40% 60% 80% 100%
USA
Great Britain
Russia
France
Germany
Turkey
% of messages “against” % of messages “for”
Research by Vox Populi using the Brand Analytics system, September 29th
, 2013.
NATO MILITARY OPERATION AGAINST SYRIA
GLOBAL MONITORING OF PUBLIC OPINION IN SOCIAL MEDIA
Example of international research
Do the citizens support the attack on Syria?
Discussion activity by country
What is the NATO citizens attitude of the possible
attack on Syria?
Who is considered to be at fault in the situation:
Assad or the opposition?

4. USA. Official vs People
Discussion context
Opinion of Russia
Discussed topics USA. Official USA. People
Syria 65,2% 69,9%
LGBT 14,3% 11,6%
Lack of freedom 14,0% 0,6%
Putin’s Article in NYT 4,6% 7,2%
Olympics in Sochi 0,1% 1,1%
Other 1,8% 9,6%
49,7%
39,7%
10,8%
11,9%
39,6%
48,5%
0% 20% 40% 60% 80% 100%
USA. People
USA. Official
Positive Neutral Negative
ATTITUDE ABOUT RUSSIA
PUBLIC OPINION MONITORING IN THE USA SOCIAL MEDIA
Example of international research
Researched the statements of USA citizens
about Russia in social media.
The research had shown that the individual
opinion of people of Russia is mostly positive,
but at the same time the information from
official sources (media, news agencies,
officials) – is mostly negative.
Also, it is hard to overlook the difference in
accentuation of topics about Russia between
the official sources and the public.
Analyzed 288 070 messages from 79 714 authors from USA
Research by Vox Populi using the Brand Analytics system, September 9th
– 13th
, 2013.

5. Analyzed the Russian first-person mentions of affection and hate – positive (example: «I love», «adore»)
и негативные («I hate», «I am annoyed by…», etc.).
«Affection index» by Russian region
The «Affection Index» was calculated
For every Russian region - ratio of the
amount of messages about affection to the
amount of messages about hate.
Most positive regions:
• Altai republic (index of 4,1)
• Pskov oblast (index of 3,9)
• Republic of Karelia(3,7)
• Kostroma oblast (3,7)
Most negative:
• Nenets autonomous okrug(1,6)
• Chechen republic(1,6)
• Sakha republic (1,9)
• Republic of Dagestan (2,0)
• Saratov oblast(2,0)
«AFFECTION INDEX» BY RUSSIAN REGION
RESEARCH OF THE EMOTIONAL STATE OF SOCIAL MEDIA USERS
Example of regional research
Analyzed more than 65 million messages from 10 million authors
Research by Brand Analytics, June 1 – 7th
2013 г.

6. Most impactful topics – luxury tax and HCS tariffs.
Most successful answers – to the luxury tax question and about Gazprom.
HOTLINE WITH V.V. PUTIN
MONITORING OF SOCIAL OPINION DYNAMICS IN SOCIAL MEDIA
Example of operative sociology (real-time)
Thanks to the minute-by-minute monitoring it was possible to track the reaction to topics which were
discussed on the air and to identify the most impactful moments in the president’s dialogue with the
public.
Sentiment-change of comments dynamics depending on the topics discussed on the Hotline
Research by Vox Populi using the Brand Analytics system, April 25th
2013 г.

7. «ALL TOGETHER» EVENT
EVALUATION OF SOCIAL MEDIA AUDIENCE
Example of revealing the important problems and reputational risks
Opinion towards the charity marathon “All Together“ was researched in real-time mode.
Problem field:
Main reasons, that prevented people from
sending the sms:
• 1677 messages: reprimands towards the
mobile operators,who ,by the users opinion,
are receiving profit from all the sms sent during
the project.
• 776 messages: disapproval of the fact that the
population itself has to gather the funds (and
not dedicating the necessary amount of money
from the country’s budget).
• 512 messages: criticism towards the need to
pay the VAT for the collected funds.
Russians, you are dumb. Better help the people who suffered from
the flood in person. About 80 percent of the money are going into
the operator’s and government’s pockets #alltogether
Sent an sms to 4447. A very good event, as I support any
charity, but does the mobile operators really take a half of the
money collected this way?
@outcast73: Our state forgives billion-debts to everyone they
want, but we have to collect a relief fund to the Fare East
#alltogether. Pure genius!
Analyzed 37 679 messages from 24 721 authors
Research by Brand Analytics, September 29th
2013 г.

8. THANK YOU FOR YOUR ATTENTION
Brand Analytics
http://br-analytics.ru