Videos are everywhere, and market research is no exception. As consumers grow more comfortable with generating and sharing video content, collecting survey responses in video format is an inherent progression for respondents that also offers richer insight for stakeholders.
Sentiment analysis is a core text analytics capability that every organization needs to master to build strong brands and even stronger relationships with consumers. Here’s how three of the most commonly used sentiment analysis techniques work — and why they all fail to produce actionable insights.
Topic modeling is the process of assembling a set of recurring topics within a body of text. Using topic modeling, data — like customer feedback or other unstructured data — can be mined at scale to discover frequently used phrases or expressions within the text. Successfully classifying comments into topics is part of an overall approach that enables organizations to understand consumers’ thoughts, opinions, and ideas.
Social listening is a powerful solution for brands who want to connect with their consumers, but it's not perfect for every situation. There are several advantages and disadvantages to consider before determining whether it's the right fit for your organization's strategy.