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Topic analysis

Find the topics that need action.

Organise brand content by topic: product, price, delivery, support and other category themes. Identify recurring questions to turn into useful content or internal checks.

Start with your brand
Brand perceptionIllustrative example

Your brand · perceived attributes

AttributesEvidenceVerification
InterpretationBy topicno universal score

Opinion and fact, kept distinct

  1. Example question

    Is my product described as easy to use?

  2. What you read

    “Easy to use” expresses a perception. “Two-level approval” describes a feature to verify in the relevant documentation.

  3. The next step

    Prepare a proposal to update the product page, then repeat the check using the same questions.

Frequency, sentiment and the accuracy of a statement require different interpretations. A perceived attribute is not a universal measure of trust.

What you get

Topics follow experiences.

Open a topic and read its examples. Questions about returns may suggest an FAQ; repeated product difficulties may call for better instructions or a technical check.

One piece of content can describe several experiences
The topic
The aspect described: delivery, performance or support, for example. Categories should fit the offering.
The judgement
The attitude expressed towards each aspect. Discussing support does not necessarily mean criticising it.
The recurrence
The same topic appearing in independent experiences and consistent periods, with accessible examples.

What you get

From subject to priority.

Review classifications before using the summary to set priorities. AI suggestions, when enabled, support this review; examples and assignments remain available to explain each topic.

Distinct perspectives
  1. Topic frequency
  2. Persistence over time
  3. Reported consequences

The substance of conversations

Find the topic that needs attention.

An overall change can hide different stories: fewer installation doubts, more questions about a new feature or recurring returns difficulties. Topics help separate them.

Categories should be useful to your team and precise enough to distinguish experiences. “Support” may be a starting point; availability, response clarity and problem resolution may need different investigations. The same content can contribute to several topics, so their counts should not necessarily be added together as exclusive parts of a total.

Topic

The subject present in the content, with a clear definition.

Examples

Observations that help verify why the content belongs to the topic.

Context

The product, channel, language and period in which the topic emerges.

AI questions and experiences

Connect what people ask with what they experience.

Questions put to AI assistants may concern the same needs that emerge in reviews and conversations: compatibility, ease of use, costs or support. The topic becomes their meeting point.

The analysis places these perspectives side by side without confusing them. A panel question is a research choice; a personal account is observed content. When both concern the same aspect, your team can check whether documentation addresses the need and whether information remains consistent with the product. A thematic match does not establish causation.

Information context
  1. AI panel questions
  2. Observed conversations
  3. Product documentation

Shared work

From topic to responsibility.

A topic becomes actionable when it reaches someone who can investigate it. The product team can assess usability friction; support can check a recurring question; communication can clarify information.

The proposal brings together the topic definition, evidence and question to check, along with an owner and review period. New labels or classification-rule changes should remain identifiable in comparisons. This allows a topic to be tracked over time without turning a methodological change into an apparent change in experiences.

Reading path
  1. Documented topic
  2. Person responsible for verification
  3. Review period

Related paths

Check your brand’s presence, compare results or choose content improvements: continue with the feature you need.

From question to action

From the question to checking the outcome: context, sources, hypotheses and action plans in the TrustInsider analytical workflow.

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Find the right answer

Find guides, FAQs and methodology to clarify indicators, coverage and access, with dedicated routes for data requests.

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Find the topics that shape perception · trustinsider