Every day, around 1.145 trillion MB of data is created across the globe. It’s estimated that up to 90% of this data is unstructured qualitative text. Text data is the why behind the what and reveals people’s thoughts, feelings, frustrations and desires in ways that quantitative analysis can’t. 

However, analysing text data can be challenging. Why? Because generating market research, customer and competitor insights from text data can be costly, slow and labour -intensive.  

Enter Relative Insight. Relative is a text analytics tool that compares two or more written data sets to unearth the differences, frequencies and similarities in how audiences, brands and organisations speak.  

By leveraging both natural language processing and comparative linguistics, the technology is able to ‘read’ a text and highlight the topics, words, phrases, grammar and emotions that are present. However, it doesn’t stop there. 

The distinct comparative approach to text analytics enables organisations to understand what makes a text unique, as it’s the differences in what people, or brands say that are truly insightful and relevant. 

Knowing the differences in language across demographics, time periods or competitors means that businesses can gain better intel into customer behaviours, how consumer trends change over time, or how brand voice compares to the competition. 

Leading brands and agencies are using Relative Insight to analyse unstructured text data at scale for the purposes of: 

• Voice of the customer analysis and insights 
• Topic, theme and trend tracking 
• Competitor intelligence and benchmarking 

Relative’s mission is to help customers to see text data as a strategic business asset and to learn how to derive massive value from often overlooked data sources.  

Every organisation is a sitting on a goldmine of data that has a potential to help make earth-shattering business decisions, you just need the right technology to analyse it. 

Infomercial 

https://www.youtube.com/watch?v=k4LhWFpmlOc 

Startle work with brands to curate world-class music solutions. We use behavioural science and data-driven tech to create a pitch-perfect commercial experience.

42courses creates on demand, online courses for busy people who want to learn skills that help them at work and life in general. The learning is enjoyable, practical and taught by incredible people like Rory Sutherland, and certified by global brands including Barclays, Ogilvy and Cannes Lions. 

If we want to win the market, we first have to understand how decisions are really made. Our research with the Ehrenberg Bass Institute demonstrated that at any given moment, 95% of customers are out of market at any given time. Put differently, 95% of your future buyers are not currently thinking about buying your product, although one day they will. They’re definitely not ready to buy today. The job advertising does for these future customers, who form the basis of your future cashflow, is to build memory structures through passive priming. That’s the way to ensure that when they finally do enter the market, your brand is the first to come to mind.  

As tempting as it might be for B2B Marketers to fall back on promoting specific product features or specifications, these logical functional messages to not land with out-of-market buyers. Priming is better achieved when we understand that human brains remember emotions not facts. Whether you laugh or cry, emotional ads are hard to forget. That’s why Coca Cola promotes its products with Polar Bears rather than encouraging its audience to try a “Brown, Sweet and Fizzy Drink that’s Sure to Quench Their Thirst”. What’s more - emotional ads have been shown to deliver more revenue, profit, and market share growth than rational ads (Source: IPA Databank, 1998-2019 B2B Cases). 

If you’re a B2B marketer planning your next campaign, we’d recommend you invest in lead-generation efforts targeting the 5% of people who are “in-market” today, but don’t forget to invest far more heavily in reaching the entire category with brand advertising that resonates with future buyers. 

The brand that’s remembered is the brand that’s bought. Get to know the trends shaping the success of the world’s most memorable B2B brands by visiting: https://business.linkedin.com/marketing-solutions/b2b-institute/b2b-research/trends#all