Dexter's Signoi Finds 'Universal Energies'

Signoi, a platform which decodes unstructured data to derive both its implicit and explicit meaning, has launched new metrics called 'Universal Energies', which the firm claims can be used to understand the drivers of human happiness.

Signoi was set up by a team of execs including Truth Consulting founder Andy Dexter (pictured) to develop software beyond search-based text and sentiment analysis, towards ways of measuring meaning, and then applying this in an insightful and automated way to any unstructured information. Its new Universal Energies use concepts such as harmony, nurture, protection and comfort, to extract thematic sense from data. The firm says that could be for any large or small scale deconstruction and testing of the core messages behind advertising or visual communications material. The system can also be applied to any paid, owned, or earned media data up to a scale of hundreds of thousands of datapoints; category analysis; brand mapping; and positioning diagnosis. It can also be used for measuring the customer experience.

So far, the firm has deployed the process on customer reviews, employee feedback, and social media sources such as Twitter, Instagram and discussion forums, as well as to profile brand messaging in a way that allows clients to directly compare across a category and beyond. Signoi says Universal Energies are 'anchored in our research into the drivers of human happiness and cultural need-states... and equally relevant to brands and people'.

Web site: www.signoi.com .