Text analytics in market research
Gaining an innovative advantage

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Author(s): Tom Anderson
Collection: Innovate 2008
Keywords: Text Analytics, Innovation

ESOMAR Best Paper Award 2007/2008
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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.

Date of publication: 16.06.2008
ISBN: 92-831-0223-1
Order Code: S331_01
Number of pages: 15

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