In my last post I wrote about empathy mapping, which is a great tool that can add a lot of valuable insight and understanding when you are trying to analyse and measure customer opinions and attitudes towards your Brand, products, services or campaigns.

Sentiment Analysis is an essential practice which provides insights that can determine your Brand’s reputation and helps you to improve your customer’s experience.

Google explains the concept of sentiment analysis as; ‘’The process of computationally identifying and categorizing opinions expressed in a piece of text, especially in order to determine whether the writer’s attitude towards a particular topic, product, etc., is positive, negative, or natural.’’

“expressed in a piece of text’’. This is the part I don’t understand in this explanation because with audio you can gather sentiment analysis data as well. Think about recording a feedback interview for example. It gives you much more insight compared to a piece of text, especially if you acoustically analyzing the voice of the participants. 

Sentiment analysis is all about understanding the attitudes and opinions that are being expressed by your target audience. And the sound of a voice and the way somebody speak simply reveals much more than a plain piece of text.