Text analytics in market research - gaining an innovative advantage

Due to advances in technology, natural language processing (NLP) - also known as text analytics - have come a long way in the past five years.

Text analytics in market research – gaining an innovative advantage

Tom H.C. AndersonAnderson Analytics, LLC, United States/Sweden


Text, whether obtained through writing or transcribed from speech, is the primary method to record our thoughts, emotions, opinions, and beliefs. Currently over 80% of all information is stored as text. Market research professionals collect consumer attitudes and reactions through language, mainly via primary research such as self-reported surveys, focus group discussions, or one-on-one interviews. These techniques were a valuable and necessary way to help structure text feedback in order to quickly identify patterns and produce actionable analysis.

However, several other...

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