Sentiment analysis: Revealing core user perception & needs
Understanding your target audience
What is sentiment analysis?
Sentiment analysis refers to the process of segmenting user responses by sentiment, getting to the crux of whether an audience’s general perception is positive, neutral or negative. Sentiment processing can help deepen your understanding of your users on an individual and a more holistic level. It allows you to objectively gauge what users think and feel about your brand.
It can be a beneficial brand exercise, either in an engagement context such as through written comments and reviews, or through brand perception surveys and stakeholder workshops.
Your users have the most valuable feedback and viewpoints that can positively impact your brand’s success, learnings and growth. User perception is vital to understand your audience and to develop products or services that meet their needs.
How can sentiment analysis and feedback tools support a clear perception of your target audience?
Delving into the data
At Mosaique, we believe data is the holy grail to understanding your brand, and the recipe for guaranteed future success. Raw user data can be overwhelming and often more specific to individual cases. It's important to ascertain what is achievable on an individual needs basis and what isn't possible. Using data analysis, filtered sentiments, topics and themes can help to uncover key brand insights that can make a larger impact.
Depending on the size of your dataset, there are a number of data cleaning and analysis tools to ensure that your data is ready for analysis. The process can be as big as you make it. Either achieving this by manual sentiment grading or the use of an AI tool or analysis software. It is worth noting that it is always important to review the dataset to confirm that sentiments have been graded appropriately. If they can't be checked manually, a sample data pool can give a good idea of general perception.
Putting your findings into action
Sentiment analysis gives you key customer insights into how your brand is perceived and your content is performing. It acts as a starting point for any projects. You can use identified core themes or USPs to lead your future promotional efforts. An opportunity to put the offerings your customers care most about at the forefront. These insights are perfect to inform a potential brand refresh or campaign concept.
Though it is not always possible to fully respond or rectify every response, especially for surveys or feedback loops, it is a good indicator of engagement. Customer feedback can act as a great asset to add a personal touch to your campaigns, using real life examples and positive insights to show the results.
Diving in?
If you are taking the plunge into a brand discovery process and want to ensure good value from your data, we would be more than happy to discuss the possibilities with you.
At Mosaique, we are a full service design agency with over 30 years of experience across design, digital and strategic thinking.
It's important to get a strong understanding of how your brand is perceived. We love to delve into the data.
Discovery and strategy are integral steps to understanding your target audience's relationship to your brand. It's all about defining what the best possible next step is for you.
