Using computers generates a large quantity of data, text analysis software can help to dig into and make sense of text based data. I decided to use text analysis software to look for themes in restaurant reviews, the aim was to find out how and why restaurants used digital marketing, I hoped to find out if there was a link between user generated content  (reviews etc) and the message they wanted to share through their branding.

I used various tools and methods including text analysis software, I found that this software can help to make sense of a great deal of text but it requires setup time and a knowledge of the software if you want to get the most out of it. I only used basic functionality but this still took time, taking reviews from the website, feeding them into the software, calibrating the settings to ensure usable analysis.

In future I would learn more about language or work with a person that understands language because some of the settings assume a knowledge of this area, and use some technical terms in the various settings.

as you can see from the pictures, the output is graphical and connections are clear to see.

Click to view larger image

Five star dining reviews in a graphical format Produced with text analysis software
Five star dining reviews in a graphical format produced with text analysis software

 

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