After completing the analysis of a comparison, Relative Insight will generate an output of the statistically significant findings.

Users are presented with the results in the comparison explorer, from which the most relevant discoveries can be added to insight cards.

The findings of the analysis are split across three primary categories - differences, frequencies and similarities.


Differences are linguistic features (topic, grammar, phrase, word, emotion) that are statistically more prevalent in one data set compared to another.

They help you to gain an understanding what makes an audience group, product or brand unique from others.

Differences are expressed using the relative difference metric.

In the example below, the difference should be interpreted as "The Americans are 16.4x more likely to use the phrase 'favorite holiday' when discussing Halloween, compared to the Brits."


Frequency is a measure of how common a particular linguistic feature is within a data set. It is expressed as a percentage of the total word count. Frequencies are displayed for all linguistic features present in a data set.

Frequencies can help you understand how often a particular word or phrase is used.


Similarities are the linguistic features that occur with a similar prevalence in the data sets being analyzed. They are indicative of commonalities between data sets and can help you understand where products, brands or audience groups share similar characteristics.

Please note that words such as if, the, and, but etc. are removed given they occur with a high frequency.

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