What is CARMA’s methodology and why is it better?
The core elements of the CARMA® methodology that are unmatched by other simpler methods are: • It analyses multiple variables in each editorial media article that determine its impact – such as audience reach (does it reach your target audience?); positioning (page number or position in a broadcast); placement (where you appear in an article); share of voice compared with any other sources quoted in the article and messages communicated (positive and negative) • It uses a systematic objective coding and scoring method based on pre-determined values for each variable – not someone’s personal rating or interpretation • It takes account of qualitative factors (tone, messages, etc) – not only quantitative factors • It uses rigorous quality control measures such as more than one analyst reading articles to reduce subjectivity, intercoder reliability checking and other QA measures.
