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For a South East Queensland council, Rowland was engaged to carry out sentiment research into its brand and marketing efforts.
During a two year period, our analysis reviewed more than 200,000 references to key terms associated with the Council and its major initiatives involving the towns and suburbs within its boundary.
In addition, we completed a benchmark against other similar sized Australian councils and compared the sentiment derived through specific channels (e.g. professional paid journalists and commentators on social media and blogs).
Our research was able to demonstrate significant trends during the period relating to lifestyle and ecological concerns while some perceived issues were contained to a smaller group of vocal audiences which had skewed Council’s opinions.
By undertaking the sentiment analysis, we were able to predict future outcomes related to four major areas of community concern, advising Council officials about alternative communication methods and strategies to minimise fallout and maximise good will.