Sentiment analysis: A market-relevant and reliable measure of public feeling?

Barrie Gunter, Nelya Koteyko and Dimitrinka Atanasova

This paper critically examines emergent research with sentiment analysis tools to assess their current status and relevance to applied opinion and behaviour measurement.

Sentiment analysis: A market-relevant and reliable measure of public feeling?

Barrie Gunter, Nelya Koteyko and Dimitrinka Atanasova

University of Leicester

Introduction

The exponential growth in evaluative data-rich resources associated with Web 2.0, such as online forums, web blogs, micro-blogging services such as Twitter and social media sites such as Facebook, has generated a huge universe of content rich in public opinion on a wide array of subjects. Some of these sites are highly specialised in terms of their themes and/or target user groups, while others have evolved into generic communications platforms almost on the scale of the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands