Reputation and risk analysis
A rise in criticism can reflect a new concern, a new group of participants or a change in how an issue is being framed. Murmur Intelligence connects these changes to the people, sources and narratives behind them.
Follow the research.
Watching a risk develop?
A retailer faces allegations of mistreating its workers. Calls for a boycott spread, turning an employment dispute into a decision about where people shop.
Explore the research questions01Map the narrativesFrom complaint to boycott
A worker’s account becomes a brand’s problem.
A worker describes being mistreated. Others share similar experiences, and the story moves beyond the store where it began.
Pay, dignity and working conditions become part of how people judge the retailer. The allegation is gathering a wider meaning: shopping there begins to feel like taking a side.
Loading research view…
02Trace the connectionsWho carries the concern
Concern becomes a call to stay away.
Labour-rights organisers call for a boycott. Shoppers carry the appeal into their own networks, alongside suggestions of where to shop instead.
The issue crosses from workplace discussion into household choices. People do not need a personal grievance to join in. The retailer now faces a coalition with different reasons for wanting it to change.
Loading research view…
03Interpret the patternsTrust after the response
A promise to change has to earn belief.
The retailer announces action on the complaints. The conversation turns to whether workers are actually better off.
People begin to recognise a response, while trust in worker treatment remains low. A route back depends on visible changes that workers themselves can confirm. Public reassurance will carry little weight until those experiences change.
Loading research view…
From complaint to boycott.
Watching a risk develop?
A worker describes being mistreated. Others share similar experiences, and the story moves beyond the store where it began.
A worker’s account becomes a brand’s problem.
Pay, dignity and working conditions become part of how people judge the retailer. The allegation is gathering a wider meaning: shopping there begins to feel like taking a side.
A worker’s account prompts other people to share their experiences. Discussion broadens from one incident to pay, management conduct and whether the retailer lives up to its public values. Those distinctions matter: investigating a particular complaint and addressing a wider loss of trust require different commitments.
AI research via
Custom collections
Opening the conversation map…
Questions we can help you investigate
Brand reputation monitoring
Are views changing, or are different people speaking?
Your brand or organisation is attracting more criticism. Reputation monitoring needs to explain the change, not only count negative mentions.
Separate changes in what people say from changes in who is taking part, across sources and time.
Emerging risk monitoring
Is this concern starting to reach a wider audience?
A complaint or claim is gathering attention. You need to know whether to investigate or respond.
Follow its movement between communities, its recurring amplifiers and the arrival of new participants.
Country and issue risk analysis
Entering a new country or domain: which narratives and tensions matter?
A new country, sector or policy domain can bring unfamiliar public concerns and reputational risks.
Murmur Intelligence examines local narratives, influential communities and patterns of mobilisation to inform your risk assessment.
What the research can show
The research can show which concerns are gaining attention, which communities sustain them and how patterns differ across sources and time. That context helps you decide where to investigate, monitor or prepare a response.
Country and issue analysis here concerns the information environment: public narratives, participation and influence. It complements broader country risk assessment; it does not provide comprehensive economic or security forecasting.
Define the research around the decision.
This illustrative story follows a retailer facing allegations about worker treatment. A workplace dispute becomes a consumer boycott as people connect shopping choices with pay, dignity and accountability. The research reveals who is carrying the concern, why different groups join it and what would make a response credible.
We connect what people say with who takes part and how positions change. Where the data records interactions, the network follows those exchanges. Shared topics offer a complementary view of the communities around a concern.
See our public work