About this event
Sentiment has been considered the guiding metric for consumer perception for a while. But, we all know it has limitations. It can miss important nuances and overlook key drivers, such as sarcasm, frustration or outrage. All of these are layered emotions which require context to fully understand. Sentiment analysis often misses this, instead reducing customer perception down to a simple “good” or “bad”.
Instead, maybe we should be focusing on analysing attitudes. Attitudes are multi-dimensional expressions that show us what the speaker feels about a product, idea or brand, and how they position themselves. Most importantly, they tell us why someone feels the way they do.
Join Converseon as they explore this evolution towards attitudinal analysis and how it can provide a much deeper understanding of consumer opinion. We’ll look at:
- Why attitudes correlate more closely with intent, decision-making, and loyalty/churn risk than raw emotion or sentiment
- How attitudinal analysis differs from sentiment analysis and why this difference is important
- How many attitudes are identifiable and what that means for analysis
- What use cases attitudinal analysis can support, from brand perception, to crisis management to improved targeting and segmentation
- Real world examples of how brands are using attitudinal approaches to data analysis
Hosted by
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Team member
Jillian Ney Founder @ The Social Intelligence LabT
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Guest speaker
Jonny Bentwood Global President, Data & Analytics, Executive Board Director @ GolinG
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Guest speaker
Lou DeCosmo PepsiCo @ Director, Global Communications InsightsG
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Guest speaker
Rob Key Founder & CEO @ ConverseonG
Rob is the founder & CEO of Converseon, the leading customer intelligence and technology firm that transforms text-based unstructured conversation data into predictive insights and decision intelligence through the power of award-winning, proprietary NLP technology and Applied AI. It was named the top NLP company in the AI Breakthrough Awards and cited as an industry "leader" by leading analyst firms (including Gartner and Forrester). Since 2008, Converseon has helped leading brands around the world harness the insight capabilities of this data source in areas including customer experience, brand reputation, social responsibility, and more. Converseon launched PRISM (Predictive Reputation Intelligence Solution ) in 2022 which is the first to leverage social metrics to derive comprehensive reputation scores that can predict business outcomes such as sales and shareholder value. Converseon works with leading brands including IBM, J&J, and Walmart.
The Social Intelligence Lab
Advancing the value of social and internet data as a source of insight.We are a global community dedicated to advancing the value of social and internet data as a source of insight.
