Hermeneutical text and image analysis, discourse analysis

Identification of topic and opinion patterns among certain target groups, industries or social communities. This method enables us to discover relevant, target group-specific perspectives

Method
In contrast to context analysis, this method focuses on the analysis of actual texts. A “text“ in this sense are verbal / written statements or images / movies. The hermeneutical process uncovers the essential structures of meaning, thus enabling us to recognize and differentiate discourses. For example, with this method we can describe what makes specific target groups “tick“, which perception and thought patterns characterize and differentiate them and which patterns of behaviour can be derived from that.

The guidelines for this analysis are the general basics of hermeneutical text analysis, scientific discourse analysis and semiotics. Furthermore, this analysis is often applied as the first step of a context analysis in which it is embedded.

The analysis can be conducted manually or be automated in the form of database-aided techniques.