Media insights

This paper analyzes respondents’ free answers by utilizing text mining to clarify the influence of the rapid changes in media environment on consumers’ media perceptions.

Media Insights

Re-assessment, based on the text mining approach, of the role of media in a rapidly changing environment

Hiroki Noda, Naoko Katayama and Shu Akahane Dentsu Inc.

Introduction

The recent rapid progress of digital technology has brought...