04 May 2018

Is machine learning getting to grip with sarcasm? Sentiment and Semantics

semanticblog

It’s no secret that qualitative data is harder to analyze than quantitative. The replacement of ticked boxes for a plethora of data from verbatim, videos, group conversations and observations means that participant answers are vastly more time consuming to categorize. Not only this, but the context and motivations of the individuals need to be considered in addition to their responses and behaviors. But the effort is worth it; you can work to really understand consumer behavior and get to the ‘why’ behind the ‘what’.

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Tagged: Qualitative Research, Market Research, Focus Groups, Online Communities, Qualitative Analysis, Machine Learning, Qualitative Data, Sentiment Analysis, Semantic Analysis

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