Text analytics in market research

Date of publication: June 16, 2008

Catalogue: Innovate 2008

Author: Tom Anderson

Abstract:

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 allow market researchers to finally gain insights from the majority of data collected in business (80% which is in unstructured/text format). Learn how Anderson Analytics, the first market research firm to harness the new technology in ad-hoc research, has leveraged the technique in a wide range of market research situations. Thus crossing the line between traditionally qualitative and quantitative research in order to bring actionable insights to clients including Starwood Hotels and Unilever.

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