Civicom Launches Text Analysis Service

Connecticut, US-based Civicom Marketing Research Services has introduced a text analytics tool with a sentiment analysis module.

Founded in 2000 as PlezeCall, Civicom offers telephone and web-enabled in-depth interviews and focus groups through its CyberFacility; mobile qual research services and mobile surveys through the InSitu tool; and an online multimedia bulletin board called Civicom Chatterbox. In May, the firm rolled out a service to enable clients to use Pinterest for their market research projects; and last month it added Arabic language options to its online discussion tools.

The new text analytics service promises to uncover which product characteristics are most likely to stimulate a positive response from buyers, and more specifically to generate an emotion that will move consumers to make a purchase or sign up for a service. By indexing certain words and phrases that respondents use, and then ranking them, Civicom says its new tool can predict 'where a market is heading'.

The firm added in a statement: 'If manually sifting through stacks of raw data can be compared to panning for gold, then text analytics is the equivalent of a state-of-the-art screening plant.'

Web site: www.civi.com .