Quester Adds Sentiment Analysis to CoreText Tool

In the US, consumer intelligence firm has announced a new release of its CoreText Analytics software, adding sentiment analysis.

Quester uses proprietary AI technologies to conduct multi-lingual qual research on a large scale, working in areas including innovation, concept development, brand positioning and segmentation. Two months ago, it launched a service using Amazon's virtual assistant Alexa to conduct one-on-one interviews with consumers in households with smart speakers.

CoreText Analytics was introduced on a SaaS platform a year ago and allows users to import a mass of verbatim responses - for example from customer reviews, survey responses or social media - and quickly produce a report highlighting the prevalent themes and ideas.

Users of the new version can also assess the overall sentiment of respondents via grouping of verbatims with positive and negative language. This is based on a 'sentiment dictionary' compiled by the company from language databases.

As an example, the phrase 'more convenient' on its own has a positive connotation, but in the middle of the phrase 'it isn't any more convenient for me' the sentiment is reversed. Quester says CoreText Analytics can 'sort and group the idea of 'convenience' in a dataset, then further sort responses for positive or negative meaning'.

Company President Tim Hoskins (pictured) comments: 'This CoreText upgrade has actually been years in the making. The millions of interviews we've conducted over the past 15 years have been a goldmine for building the language libraries that inform the sentiment analysis feature. Mining data for consumer sentiment can be extremely time-consuming for researchers. With CoreText, a dataset can be accurately evaluated and coded at a faster rate than competing solutions'.

Web site: www.quester.com .