Is sentiment the same as emotion?

The short answer is no!

SENTIMENT = πŸ™‚ 😐 πŸ™
EMOTION = 😠 😟 πŸ˜• 😭 🀬 😀 😲 🀩 πŸ˜‚ πŸ˜ƒ πŸ€” 🀭

While the two terms are often used interchangeably, they are in actuality very different.Β 

Sentiment analysis is a common feature of social listening tools. It classifies text as positive, neutral or negative to generate a sentiment score that indicates how positively or negatively people are discussing a topic or brand. The objective of sentiment analysis is to provide a top-line assessment of an audiences' feelings.

Emotions, on the other hand, are complex multidimensional characteristics that convey how people feel about what they are saying. Emotions are what make human beings so complex. Understanding this complexity will provide you with a new way to authentically engage and connect with your audiences. For this reason, advanced emotional analysis (the kind you can do in Relative Insight) is an incredibly valuable source of insight that moves beyond what people are saying to how they are saying it.

Emotional analysis in Relative Insight

Relative Insight's emotional analysis capabilities go deeper than sentiment analysis, enabling you to take a more sophisticated approach to understanding audiences. For example, the platform will be able to tell you if one audience’s language use is more violent, angry, confident or calm than another.

The platform is able to identify over 20 different emotions when analysing a language set. It does this by looking not only at individual words but also at the words that surround it. This helps to capture context and supports the accuracy of emotional classifications. In comparison to sentiment analysis, this allows for the identification of emotional nuances within the text analysis that are far more insightful than a positive-negative classification alone.

Consider this...

Imagine how your customer service team might be able to respond knowing that a customer is feeling frustrated or confused as opposed to simply being told that their sentiment is negative. This is the power of emotional analysis.

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