A variety of platforms offer text analytics capabilities, including social listening tools, survey platforms, and CRM systems.
Typically, these built-in tools utilize frequency analysis to gauge how often a word, phrase, or topic is used. The results, often displayed as a word cloud, help identify dominant or emerging themes in consumer discussions - in other words, they allow you to monitor the conversation.
While such tools can highlight what different audience groups are talking about, their reliance on absolute frequencies means much of the overlap between conversations remains invisible
Relative Insight can analyze exports from your other platforms to provide
an additional layer of understanding, and help you uncover a deeper meaning.
Relative Insight reveals the similarities and differences to help you understand what makes a particular brand or audience distinctive or how things have changed over time.
Using comparative text analysis to pull out the differences between data sets, Relative Insight allows you to see the words and topics that are unique to each data set. Successively, those differences will help you to draw insights and develop campaigns and communications that resonate with your audiences.