The pressure is on
Text analytics in market research
Tom H. C. AndersonAbstract
Due to advances in technology, natural language processing (NLP) also known as text analytics have come a long way in the past five years. Text Analytics allow market researchers to finally gain insights from the majority of data collected in business (80% which is in unstructured/text format). Learn how Anderson Analytics, the first market research firm to harness the new technology in ad-hoc research, has leveraged the technique in a wide range of market research situations. Thus crossing the line between traditionally qualitative and quantitative research in order to bring actionable insights to clients including Starwood Hotels and Unilever.Tom H. C. Anderson
Tom Anderson is managing partner of Anderson Analytics, a next generation research firm which leverages new technologies such as data and text mining with traditional market research techniques.
Mr. Anderson has presented extensively on text analytics in market research over the past few years at industry and academic events. Anderson Analytics methodologies and best practices have been covered in several journals and text books this year including Business Research Methods 10e and Qualitative Market Research – Approaches and Applications.
He received an MBA with honors from the University of Connecticut, and a Masters in Economics with honors from Lunds Universitet, Sweden.
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