This July, Bottlenose had the pleasure of sponsoring the Sentiment Analysis Symposium in NYC. Director of Digital Strategy, Adam Blumenfeld, delivered his take on how to get the most from your data, and explored the best ways to navigate the countless variables and indicators of human sentiment and behavior.
Blumenfeld revealed that while organizations are able to determine general audience sentiment such as optimism or sadness by relying solely on social network “like” and “heart” buttons, these metrics can be limiting. With the myriad of human emotions, these actions don’t actually measure true sentiment. It’s important for brands to go beyond surface sentiments and siloed emotions such as “like” and “dislike” to uncover valuable insights that help them understand consumers at a more granular and intimate level.
“As humans, we experience an infinite number of emotions. Like a Jackson Pollock painting, behaviors criss-cross, impulses overlap, and trends move erratically. This makes it imperative for your insights platform to embrace the chaos of human emotion,” Blumenfeld said.
While machines process data faster than humans, our brains are not bound by a set of rules or algorithms, and no supercomputer can ever match the heights of human curiosity.
At Bottlenose, we take a multifaceted approach when analyzing data to help us embrace and subsequently make sense of the constant flux of human emotion. We highlight the connections between feelings to derive overall sentiment and uncover trends. We take a deep dive into emotion to empower the end user to ask better questions and identify insights not possible with a linear approach to data analysis.
As Blumenfeld said, “When you analyze consumers through a more advanced lens, you start making real connections between data sources….and that’s what this is all about.”