Relative Insight can analyse any form of digitised text data. The most appropriate data source will depend on what you are trying to understand.  

Here are some of the most commonly analysed types of data. This list is not exhaustive, so don't worry if your preferred source isn't listed.

Voice of the customer & market research

Customer feedback from any source. This may come from first-party (e.g. survey responses) or third-party (e.g. public review sites) channels.

  • Open-ended survey responses

  • Customer reviews

  • Customer support transcripts (chat or phone)

  • Social listening brand/product mentions

  • Interview transcripts

  • Data from online research communities

Public discourse

Freely accessible information that is representative of how the public, or a specific target audience segment, talks about a relevant topic.

  • Social listening data

  • Forum discussions

  • News and media coverage

Brand messaging

Any text that is representative of how a brand or product is presented to the market.

  • Website copy

  • Marketing assets (one-pagers, presentation decks etc.)

  • Advertising copy

Sales effectiveness

Data that is representative of communications throughout the sales process. This data is most useful when it is attached to other data points (e.g. whether the deal was successful or not, attributable revenue, location).

  • Sales call transcripts

  • Customer/prospect correspondence

  • Notes from CRM systems

Employee satisfaction

Similar to voice of the customer data but in the context of employee experience. This feedback may come from first-party (e.g. annual employee survey) or third-party sources (e.g. Glassdoor).

  • Employer review sites

  • Employee feedback surveys

  • 360° feedback

  • Performance reviews

  • Internal communication channels

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