Abstract:
Companies prefer to base important decisions on a complete, and credible understanding of their customers, what matters to them, what they like, dislike etc... Unfortunately too many decisions are made based on a hunch or guesswork. This is due to the limitations of traditional tools such as surveys, focus groups, interviews used for capturing the voice of the customer. Fortunately for organizations and thanks to the Internet they have now access to a vast number of alternatives such as a limitless supply of unsolicited and often emotion-laden consumer comments, reviews, and perspectives. This will create a huge amount data than can be mined and therefore can be used to reveal actionable insights at both granular and panoramic levels, thus removing much of the guesswork from your strategic and tactical decision-making.
This article will focus on one type of analysis "consumer sentiment analysis" and how it can be used