[New Publication] Approaches to emotion and sentiment analysis

Emotions are central to how we respond to stimuli around us, and consumption is no exception. For instance, the emotions that we are exposed to on Facebook, influence our own emotions and our subsequent posting activity on this social network. With so much of our daily interactions (shopping, leisure, education, conversations, …) taking place online, … Continue reading [New Publication] Approaches to emotion and sentiment analysis

Using 😄😩 makes you 👀 + 🥰 but – 🎓, 🔬 shows

Emojis and emoticons are well and truly part of the way we communicate, today. They’re on social media postings. They’re on e-mails. They’re even on marketing campaigns. But how do customers feel about company representatives using emojis in customer interactions, for instance, in an e-mail exchange or on Facebook? Will they think that it is … Continue reading Using 😄😩 makes you 👀 + 🥰 but – 🎓, 🔬 shows

The real reason behind the spread of fake news

The journal Science recently published a paper exploring how and why fake news spread. You can access it here, or you can listen to this episode of Chips with Everything (a Guardian podcast that I recommended, previously). The paper is authored by MIT researchers Soroush Vosoughi, Deb Roy and Sinan Aral. The researchers collected around 126,000 rumour stories on … Continue reading The real reason behind the spread of fake news

Emotion analysis for real time interactions

Emotions influence how we interpret situations, what we do, and even how we remember them. Thus, emotions are a very important driver of how consumers behave and why. Because of this importance, there has been a growth in the number of products that promise to scan online conversations (e.g., in social networks, or on product … Continue reading Emotion analysis for real time interactions

Three things you need to know, if you are using Twitter to study consumer emotions

With 313m monthly active users around the world, of which 82% access Twitter via their mobile handsets, Twitter is likely to be a great source of insight into what customers are doing, paying attention to, or talking about. As Pratik Thakar, Coca-Cola’s head of creative content for Asia-Pacific, said, it is like a big focus … Continue reading Three things you need to know, if you are using Twitter to study consumer emotions

Using emojis in marketing can backfire

According to a study conducted by Professor Vyv Evans for Talk Talk, 80% of UK people use emojis to communicate, with 40% saying that they had sent messages using only the famous icons. Emoji, the study claims, is the ‘fastest growing new language’. Unsurprisingly, some brands have embraced the emoji trend, and started using … Continue reading Using emojis in marketing can backfire

Studying sentiment on Twitter is… complicated

Emotions are key to explain and anticipate consumer behaviour, and sentiment analysis offers marketers a way of measuring and summarising those emotions. Emotions displayed on social media conversations, in particular, are very appealing for research, as these platforms offer many opportunities to listen to the conversations in real time, with minimum disruption for the individuals … Continue reading Studying sentiment on Twitter is… complicated

Sentiment analysis in less than 500 words

I am working on a paper and a presentation on sentiment analysis, and decided to put together this very short overview for you (procrastination, anyone?) Sentiment analysis is one of those topics permeating every area of a marketers’ life. The other day, a colleague even mentioned that he was doing some sentiment analysis of social media … Continue reading Sentiment analysis in less than 500 words

What cat food says about the cat owner

When I teach about positioning, I often refer to the market for cat food, using an example unashamedly stolen from my fabulous former colleague, David James. There are 2 key aspects to positioning. One is to find an angle for the product that is unique and, hence, differentiates it from the competitors. Otherwise, you … Continue reading What cat food says about the cat owner

Language, emotions and decision making

Some time ago, I got a pile of books in a library clearance. There are some real gems among them – some of the books, I knew beforehand that they were special, such as a copy of Adam Smith’s Wealth of Nations; others, I am discovering how special they are as I ‘work’ my way … Continue reading Language, emotions and decision making