Market researchers and customer insight professionals know that verbatim customer comments (or open-ended questions) are one of the best sources of research data. Historically compiled from surveys, Twitter is now becoming an alternate repository of verbatim comments presenting today’s market research professionals with overwhelming amounts of data. Unfortunately, the amount of labor required to read, analyse, and report on this volume of data can be insurmountable.
This paper discusses and defines the most common text analytics methods including keyword or statistical analysis, and advanced natural language processing including named entity recognition, targeted event extraction, and exhaustive fact extraction.
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