iModerate and Luminoso in Analysis Pact

MR technology firm iModerate has partnered with text analytics company Luminoso to offer enhanced analysis of context, nuances and sentiment in large volumes of online consumer comment.

Luminoso was founded out of MIT's Media Lab in 2010, and has since developed technology which applies artificial intelligence to the process of text mining, in order to identify shifting sentiment, patterns, underlying themes and 'buried' intelligence. As part of the partnership deal, the enterprise version of Luminoso's consumer feedback interpretation tool will become an integral part of iModerate's newest offerings: the (iM)merse Longitudinal (formerly known as Qual Tracker) qual approach, and (iM)merge Analytics, which is used to make sense of consumer commentary.

(iM)merse is used to conduct hundreds of one-on-one conversations with consumers on a monthly basis, and Luminoso will now provide an interpretive dimension, focusing on difficult-to-discern themes, insights and early warning signals. Additionally, Luminoso's listening methodology will be applied to (iM)merge to report on the main themes and supporting context which arise from massive amounts of text-based feedback.

David Howlett (pictured), iModerate's SVP of Innovation, says the partnership will help maintain the firm's current depth of insight as it moves to deal with exponentially larger groups of consumers. 'No matter how large the volume of text, we'll be able to find the needle in the haystack, home in on it, and fuse it with our consumer conversations to better understand the context, nuances and sentiment behind the insights we're uncovering.'

Web sites: www.imoderate.com and www.luminoso.com .