Referensanalyse

Referensanalyse is a method used in various fields, most notably in political science and marketing, to understand the context and meaning of statements or data. It involves comparing a piece of information to a set of established or dominant frames of reference. These frames can be existing ideologies, common beliefs, established narratives, or prevailing market trends.

The purpose of referensanalyse is to identify how a particular statement, policy, or product is being understood or interpreted by its target audience. By understanding the reference points people are using, analysts can better predict reactions, tailor messaging, or assess the impact of a communication. For example, a political speech might be analyzed against the backdrop of current political discourse to see how it aligns with or challenges existing party platforms or public opinion.

In marketing, referensanalyse can involve comparing a new product's features and benefits to those of established competitors or to consumers' existing expectations of a product category. This helps in positioning the product effectively and developing marketing campaigns that resonate with the intended consumer base. It helps answer questions like "What does this remind people of?" or "What is this being compared to in the minds of the audience?" ultimately providing insights into perception and competitive positioning.