Pansensic Publishes Text Analytics and Insights Industry Whitepaper
BUDE UK, 1st June, 2020 — Pansensic, the leading Hybrid Text Analytics (HTA) and Psycho-Emotional Profiling (PEP) company, today published a new expert paper on AI-leveraged text analytics technologies. The whitepaper details specific existing limitations and exciting new opportunities within text analytics for obtaining insights from real-world applications of consumer text data.
Consumer market research professionals are increasingly aware of the value achieved by extracting actionable insights for improvement and innovation decisions from abundantly available consumer text data. There is an understanding that leveraging Artificial Intelligence (AI) will improve and automate the analysis of large swathes of unstructured text data, leading to improved delivery of critical insights for global consumer market research.
Originally published in the peer-reviewed journal ‘Applied Marketing Analytics’, the free whitepaper can be downloaded here and viewed here.
This Pansensic whitepaper, “Why text analytics technologies still require human involvement,” introduces the power of text analytics platforms to mine consumer knowledge and experience from their conversational feedback (written and spoken). It views the current state of the industry from a historical and growth perspective.
The paper provides need-to-know information vital for the market research specialist to circumvent the inevitable hype of an emerging industry.
“Consumer feedback is typically unsolicited and is stimulated by emotions within the consumer, such as frustration or delight, which means it is the richest and most trustworthy source of decision-making clues for the savvy brand,” said Andy Crouch, Pansensic BD Director. “And there is a huge amount of it generated daily. Using a hybrid AI solution to identify these emotions, and exactly what is causing them, enables targeted influencing of consumer behaviours, and is the holy grail of text analytics in the consumer research area. And it’s possible, if done correctly.”
Some key findings include:
- AI leveraged text analytics technology can scale and automate qualitative analysis of insight-rich consumer feedback like never before. However, consumer market research professionals must separate marketing hype from genuine capability.
- Sentiment Analysis delivers high-level insight across consumer text data. Emotion Analytics goes further and provides a comprehensive understanding of why consumers behave the way they do, as it identifies specific emotions and defines the drivers of those emotions.
- NLP and ML technologies can decipher limited meaning within text. A text analytics platform that relies too heavily upon these technologies will be unable to structure unstructured text data sufficiently well to ensure further analysis can deliver relevant, or even correct, insights.
- Once actionable emotion insights have been extracted from text data, any final decision should be the considered sum of a multi-perspective view of available, reliable, and relevant input from enterprise and/or market-wide sources, and made by a human.
This paper covers the above and more. It provides real-life examples, taken from public domain consumer feedback of two major global brands, that highlight present challenges and opportunities within text analytics. Read the full whitepaper to learn how you can benefit your organisation by implementing the right AI-leveraged text analytics platform.
Pansensic is the world’s leading Hybrid Text Analytics (HTA) and Psycho-Emotional Profiling (PEP) company. Pansensic is relied upon every day by the world’s most switched-on brands and consultancies to help their people make the best evidence-based and data-driven decisions.
Disruptive and leading-edge, Pansensic platforms help companies realise game-changing advantage in the text-driven research space, and include Accenture, the NHS, and the World Economic Forum. Key platforms delivered by Pansensic are consumer market research, employee engagement, patient/practitioner healthcare, and society analytics.