Introduction to Text Analytics for Research
Learn the Basics of Text Analytics
Open text has become a gold-mine for insights.
Survey responses, online reviews, qualitative interviews, video transcripts, social media posts are all sources that researchers can process to understand topics, themes, sentiment and more.
But which techniques are actually available and mature? Which tools are out there for researchers? And which criteria should be evaluated during selection?
In this short, free Insight Platforms Academy course, Maurice Gonzenbach provides the essential knowledge and confidence to use text analytics effectively for your own market research, UX research or Customer Experience projects.
Course Outline
Part 1: Introduction to Text Analytics and Natural Language Processing (10 mins)
Defining Text Analytics, Natural Language Processing (NLP), AI and related terms
Short preamble on the history, recent developments & current trends in the domain
Part 2: Key Use Cases and Data Sources in Research and CX (20 mins)
Use cases of Text Analytics in Market Research & Customer Experience (CX) Research
Key sources & types of text data: adhoc surveys, trackers, in-app feedback, reviews, social media, etc.
Part 3: A Survey of Techniques & Tools for MR & CX (30 mins)
Specific methods & tools that are available & mature for practical use: sentiment analysis; categorisation / coding / theme quantification; anonymisation; summarisation
Considerations on tool selection criteria
Part 4: Case Study Customer Experience Tracker (15 mins)
Based on the example of FlixBus, we show how the evaluation lifecycle for open-ends can look like for a voice of the customer program at scale that helps drive operational excellence.
Part 5: Course Closure & Future Developments (15 mins)
Summary of core concepts
Thoughts on future developments & trends
COURSE INSTRUCTOR
Maurice Gonzenbach
Co-Founder & Co-CEO Caplena
Maurice co-founded Caplena, the AI-based text analytics solution in 2017, after completing his CS degree at ETH.
He has taught various NLP courses over the years and holds guest lectures for CAS degrees.
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Live Course Workshop plus On-Demand Access
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12 Months’ Access to All On-Demand Content
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Course Reviews
Great session
Very useful session with good examples