Chicago
+1 (312) 606-9690
1603 Orrington Avenue
Suite 305
Evanston, Illinois 60201
Detroit
+1 (248) 327-8000
202 E 3rd Street
Suite 200
Royal Oak, Michigan 48067
Frankfurt
+49 (69) 80903
60
Berliner Strasse 219
D-63067 Offenbach/Main
Shanghai
+86 (21) 6015-9588
Building 3, 5/F
3601 Dongfang Road
Pudong, Shanghai 200120
Sentiment Analysis goes beyond what customers think about a brand to uncover how they feel about it…and why those feelings matter. Understanding sentiment is not about replacing quantitative brand metrics; it is about interpreting those metrics more accurately and more deeply.
Facilitating modern focus groups and research panels requires more than just asking questions—it’s about building trust, understanding entire industries, and creating environments where participants feel comfortable sharing valuable insights.
Customer segmentation is much more than merely “categorizing” customers along traditional baseline filters: demographics, geographics, psychographics, and prior purchase history. While those data points are useful as far as they go, they simply don’t go deep enough.
Director Emily Bielak was invited to the Bullhorns and Bullseyes Podcast to discuss the topic of customer segmentation and why it’s more than sorting by demographics or even psychographics.
One of our recent innovations in our ongoing pursuit to optimize and perfect Emotion Intelligence research is the use of images in a “qual-then-quant” process to gain deeper and more authentic insights into how emotions and sentiment are driving purchase decisions (or not).
It is critical, when analyzing and working to optimize customer experiences, that three primary tenets of sound CX design be woven deeply into the fabric of the analysis, even when using artificial intelligence or other technology to do some of the information gathering and processing.