KDPaine & Partners Debuts MarketFramer

New Measurement Tools

A new social media-based tool to help marketers better frame messages for their markets

KDPaine & Partners launched a new public relations measurement tool last month to help organizations quickly get a handle on what their marketplace is saying and thinking, enabling them to craft their messages accordingly. Based on KDPaine & Partners' 22 years of media analysis and research experience, the new tool, MarketFramer, takes fundamental principles of sociology, public relations measurement and survey research and applies them to social media, blogs and other consumer generated media, to order to produce a report that answers questions like:

• What are the hot issues and battles being discussed in the market?
• How are people responding to significant developments in your market?
• What are the key phrase and search terms that people are using to describe your business space?
• What's the best way to position your organization or products in a new marketplace?
• What's the best way to respond to a developing issue or crisis?
• What does the market think about your most recent product release or announcement?

"Ever since we started measuring consumer generated media in 1995, people have been asking us if there's a way to get answers to questions like these without doing a large-scale survey research project," explained Katie Delahaye Paine, CEO of KDPaine & Partners. "In part they have budget concerns, and they also question the results of phone surveys when many consumers only have mobile phones. But, they're mostly concerned about the time it takes and the complexity of the programs. People don't have time to wait for survey results, they need answers right away," Paine added.

Conversations are driving choices in the marketplace

"At KDPaine & Partners, we know that conversations are driving choices in the marketplace. Because they're based on what people have experienced, we believe that those conversations are every bit as accurate a predictor as traditional survey research. We thought why not analyze and aggregate those conversations to answer the questions clients are asking?"

Paine explains MarketFramer's simple 3-step process. "It starts with a conversation about which markets are important, which brands are important, and who or what might be influencing the conversation," Paine explains. "Armed with that information, we use a variety of social media analysis tools to search the online environment for conversations that relate to the client's issues, market or questions. We then gather and analyze that data to determine trends and issues and deliver to the client a simple, clear, easy-to-understand report that answers the specific questions the client is asking. Additionally, our clients can access their data online 365/24/7."

KDPP has already used MarketFramer to help a networking company figure out a positioning strategy, and to help a non-profit figure out its messaging. Pricing for MarketFramer starts at $10,000 per marketplace and typical turnaround time is about two weeks.