Social listening tools such as Brandwatch, Hootsuite and Meltwater use frequency analysis to measure how much a word, phrase or topic is being used.
The results, often presented as a word cloud, are useful for spotting dominant or emerging themes in consumer discourse - in other words, for keeping a pulse on the conversation.
Relative Insight can analyze exports from your social listening tool to provide
an additional layer of understanding and help to uncover a deeper meaning.
Social listening tools can help you identify what different audience groups say about a topic. However, as those tools rely on absolute frequencies, there will be a lot of commonalities within their conversations. 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 land with your audiences.