Eleven Things Research Pros Should Know about Sentiment Analysis

Guest post by Seth Grimes. Seth Grimes is an analytics strategy consultant with Washington DC based Alta Plana Corporation. He is founding chair of the Text Analytics Summit (2005-13), the Sentiment Analysis Symposium (next event July 15-16, 2015 in New York), and the LT-Accelerate conference (November 25-26, 2015 in Brussels). Sentiment analysis has been portrayed, variously, as a linchpin of the New MR and as snake oil that produces pseudo-insights that are little better than divination. Who’s right? Me, I’m with the first camp. Automated sentiment analysis, powered by text analytics, infuses explanatory power into stale Likert-reliant methodologies and allows researchers to stay on top of fast emerging trends, and to tap the unprompted voice of the customer, via social listening. I suspect that most in the second, nay-sayer camp have distorted ideas of sentiment analysis capabilities and limitations. These ideas have perhaps been engendered by extravagant and unsupported claims made by less-than-capable solution providers. Whatever their source, I’ve take it on myself to debunk them, to give a truer sense of the technology. We aim to encourage appropriate use of sentiment technologies and to discourage their misuse. Call the effort market education. I do a lot of it, via […]