Jean-François is co-author, with his colleague Fiona Moss, of a recently released Ipsos Guide to Text Analytics, which seeks to explain the options, benefits, and pitfalls of setting up text analytics, with case studies.
Text Analytics clocks in as the #4 “emerging methods” priority for market researchers in the 2015 GRIT (Greenbook Research Industry Trends) report. Only mobile surveys, online communities, and social media analytics poll higher… although of course text analytics is key to social media analytics done right, and it’s also central to #5 priority Big Data analytics. GRIT reports text analytics as tied with Big Data analytics for #1 method “under consideration.”
On the customer-insights side, Temkin Group last year reported, “When we examined the behaviors of the few companies with mature VoC programs, we found that they are considerably more likely to use text analytics to tap into unstructured data sources… Temkin Group expects an increase in text analytics usage once companies recognize that these tools enable important capabilities for extracting insights.”