In New York, emotion and language analytics specialist Canvs has launched 'Canvs Surveys'; a proprietary artificial intelligence-driven tool to help researchers identify feelings hidden below the surface of open-ended survey responses.
Canvs measures and maps emotions around content, and uses Twitter TV data from Nielsen to advise clients on social media strategy for TV marketing, research, production and ad sales. Last year, the firm added artificial intelligence (AI) features to its platform, to help clients understand how emotion affects behavior.
The new Canvs Surveys has been developed from the Canvs.ai emotion measurement tool used by TV networks, digital platforms, media publishers, brands and advertisers to better detect the emotional underpinnings of audience comments online. NBCUniversal has been using this flagship TV product for several years to map the emotional resonance of specific characters, plotlines and moments, and better develop, program and market content, and is now also using Canvs Surveys for its open-ended survey responses.
Benoit Landry (pictured), Senior Director of Program Research at NBCUniversal, comments: 'Using Canvs Surveys, we went from spending sixteen hours trying to hand sort open-ended survey responses, down to one hour, and that's in addition to never-before-seen normative insights across pilots. Combining Canvs Surveys with our long-standing investment in Canvs TV ensures we're normalizing our qualitative measurement benchmarking over time and across the industry'.
Web site: www.canvs.ai .
All articles 2006-18 written and edited by Mel Crowther and/or Nick Thomas.