Content analysis is a research technique to examine communications on a particular topic. The purpose of such research is better understand the context in which messages are received and to better understand what people might know about an issue. In a content analysis, codes are developed and then applied to communication materials, which are studied as the unit of analysis. For example, how often do newspaper articles on lead paint indicate that proper nutrition is an important part of the strategy to mitigate negative health effects?

Better understanding such communication context is a useful tool. For example, an Agency may wish to understand how a program is being portrayed in the news media so that it can gauge what the public’s information needs might be and work to fill any gaps. Alternately, an organization may study its own materials to better understand what type of content it has available and to plan for what is needed.

Uncommon Insights conducts all aspects of content analyses. Please contact us for more information.