Abstract:

According to Forrester, more and more agencies offer market Research online Community (mRoC) services alongside other methods. nonetheless, efficiently coping with the huge amount of text that some mRoCs produce often remains a challenge. This presentation looks at how text analytics can be a helpful tool for a community moderator and for a qualitative researcher in dealing with these problems. More specifically how Cluster analysis, Conceptnet, Wordnet and latent semantic analysis (lsa) can be deployed in the context of Community Research is examined. A case is presented in which these techniques were used to improve efficiency of deploying an mRoC, both in terms of improving monitoring and in terms of supporting qualitative researchers in the reporting phase, leading to more solid results.