blog

Eggs with faces representing various emotions drawn on them on a pink background to represent various sentiments that consumers express in customer feedback.

technology

Three text sentiment analysis methods — and why ours is better

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.

Word magnets organized into different topics.

What is topic modeling in text analytics?

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.

A hand holding up blue, orange, and gray wireframes of a website for usability testing.

research communities

How many participants do you need for usability testing?

The typical market research study includes large sample sizes and lots of data points. A quantitative focus like this has its place, but usually not in usability testing.

technology

What's the difference between social monitoring and social listening?

Although there's a fundamental difference between social monitoring and social listening, the terms are often used interchangeably. I'm even guilty of it myself.

Market research moderator conducting a virtual focus group on a desktop computer.

customer experience

Using focus groups to uncover what makes a great customer experience

Great customer experience looks like what your customers want it to look like. We can only get that insight by listening to customers and probing them for a deeper understanding of what they want or need as they navigate their way through their customer journeys.

Illustration of customer journey through awareness, consideration, decision, retention, and advocacy stages.

How to improve customer experience using journey mapping

Every day, customers embark on multiple journeys. How customers experience and navigate their journey often impacts whether or not they ultimately decide to engage your brand. Improving the touchpoints that make up customer journeys can only mean one thing — improving the customer experience.

Colorful word cloud in the shape of a speech bubble.

Using text analytics to create a unique customer experience

It can be intimidating to gather and analyze customer comments. From surveys, to emails, and social media posts, a lot of data exists, and – thanks to modern text analytics tools – we can effectively unlock the powerful trends hidden within that data.

Blurred computer screen showing participants in a virtual focus group for market research purposes.

How to pick the right virtual focus group platform

Virtual focus groups are a vehicle for gaining qualitative insights into target audiences as respondents participate through the comfort and ease of their own devices. While such sessions are often more convenient for participants, there are several differences to address when compared to traditional, in-person, focus groups.

Woman in a yellow and white shirt reviewing market research data to uncover actionable insights

customer experience

Finding value in unexpected market research insights

As researchers, we know some aspects of studies are out of our control. We never know how respondents will answer, and sometimes their insights don’t give us straightforward solutions or suggest changes to products or services that don’t seem feasible. While you may not get the answers you originally set out to find, when you think creatively, all insights are valuable.

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