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 Explore from which the most relevant discoveries can be added to insight cards.
The findings of the analysis are split into 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 of what makes an audience group, product, or brand unique from others.
Differences are expressed using the relative difference metric. You can also customize your analysis by setting your preferred metric such as word frequency or percentage, and verbatim frequency or percentage.
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. Here, you can toggle between word frequency or percentage, and verbatim frequency or percentage.
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.
They are expressed as a percentage of the total word count. You can toggle between word frequency or percentage, and verbatim frequency or percentage.
Please note that words such as if, the, and, but, etc. are removed given they occur with a high frequency.