How Artificial Intelligence Plays Role in Audience Sentiment Analysis

Nitesh Kasma|January 12, 2024|16 Minute read|
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Introduction

Customers are looking to buy only from a brand with positive reviews and good customer experience. In the Current scenario, businesses are spending a stellar amount on marketing research to learn about customer preferences and what they want. To build effective branding and positioning strategies, it is essential to comprehend how customers perceive the items they purchase based on these data. Year 2024 businesses are more complicated, with other actors’ interests creating a dynamic setting.  

In today’s digital consumption era, a vast amount of text data is generated daily on social media, news articles, and product reviews, and this creates both a challenge and an opportunity. The challenge reclines in understanding this enormous volume of information, while the opportunity lies in our ability to clinch valuable insights into public opinions and sentiments. This is where sentiment analysis, by Natural Language Processing, plays a crucial role. 

Sentiment Analysis: A Brief Overview 

Before we go into the purpose of sentiment analysis in artificial intelligence, let’s first understand what sentiment analysis is and why it matters in digital world.  Sentiment analysis, also referred to as opinion mining, it involves the utilization of natural language processing (NLP), text analysis, and computational linguistics to discern and extract subjective content from textual data. This subjective information typically includes a customer or group of customer sentiments opinions, emotions, and attitudes. 

 Sentiment Analysis - Lucent innovation

Sentiment Analysis is a use case of Natural Language Processing (NLP) and comes under the category of text classification. To put it simply, Sentiment Analysis involves classifying a text into various sentiments, such as positive or negative, Happy, Sad or Neutral, etc. Thus, the ultimate goal of sentiment analysis is to decipher the underlying mood, emotion, or sentiment of a text. This is also known as Opinion Mining. 

Harvard Business Review conducted a comprehensive study on the impact of word-of-mouth on customer service. According to their research, word-of-mouth attracts new customers is 5 to 25 times more expensive than retaining existing ones. 

Types of sentiment  

Aspect-based sentiment analysis

In basic terms, aspect-based analysis evaluates text sentiment as positive, negative, or neutral, offering practical applications in eCommerce, finance, healthcare, and human resources sectors. This method delves deeper, examining sentiments tied to specific product features or service attributes.  

Example: in a restaurant review, aspects may include "food quality," "ambiance," or "service speed." Another example is a product review for a smartphone, The smartphone has a fantastic camera, but the battery life is disappointing. In this aspect-based analysis, the review is segmented into specific aspects like "Camera quality" and "Battery life." Despite the mixed overall sentiment, the detailed analysis helps identify that the customer is pleased with the camera but dissatisfied with the battery life. This kind of analysis is valuable for companies as it pinpoints specific areas for improvement in their product offerings 

Fine-grained sentiment analysis

Fine-grained sentiment analysis is like looking at feelings with magnifying glasses. Instead of just saying something is good or bad, it breaks it down into more details like "very good," "kind of good," "neither good nor bad," "kind of not good," or "very not good." This helps us understand exactly how people feel in a more detailed way when they write reviews or give ratings. 

In short, fine-grained sentiment analysis goes deeper than just saying if something is good or bad. It helps us see the little details of what people really think in reviews or ratings. 

Example: The product quality is good, but the price is a bit steep for what you get, Overall Sentiment: Neutral but Detailed Sentiment: "Somewhat Positive" for product quality. "Somewhat Negative" for the pricing 

Emotion detection

Emotion detection is like figuring out how people feel in written messages. Instead of just saying if it's good or bad, it looks at the emotions like happiness, surprise, anger, sadness, or fear in the text. This helps us really understand what someone is feeling, giving us a deeper insight into their emotions. 

Example: "I received a promotion at work today!" In this example, the emotion detection process recognizes the emotion expressed in the text as "joy" because the message conveys a positive and happy sentiment about receiving a promotion at work. Instead of just labeling it as a positive sentiment, it specifically identifies the emotion of joy, providing a more detailed understanding of the user's emotional state. 

Intent analysis

Intent analysis is like figuring out why someone wrote something. Instead of just reading the words, it tries to understand the goal or intention behind the text. This helps companies know what customers might do next, plan for it, and adjust their strategies. It's super helpful in places like customer service, where predicting what a customer might do helps in giving the best responses. 

Example: "I want to return this product because it doesn't meet my expectations." 

In this example, the intent analysis identifies the underlying intention behind the text as a "return request." Instead of just reading the words, it understands that the person wants to return the product, providing valuable information for customer service. This kind of analysis helps organizations predict customer actions, like return requests and allows them to plan effective responses, enhancing the overall customer experience. 

How does AI-based sentiment analysis work? 

AI-based sentiment analysis leverages both syntactic and semantic techniques to understand and interpret the sentiment expressed in textual data. Sentiment analysis, a branch of AI, utilizes natural language processing (NLP) and machine learning to automatically classify text into positive, negative, or neutral categories based on embedded emotions and opinions. 

NLP translates human language for machine interpretation, employing both syntactic (structure-focused) and semantic (meaning-focused) techniques. Syntactic methods include tokenization, lemmatization, and part-of-speech tagging, while semantic techniques aim to understand the text's meaning. 

After NLP processes the text, machine learning algorithms categorize it. These algorithms identify patterns and predict outcomes based on training data, learning from examples rather than explicit programming. 

To build a sentiment analysis model, training with emotionally expressive text examples is essential. Each instance is labelled with a category, requiring numerous samples for accuracy. The model learns to associate specific inputs (text) with categories, enabling it to predict tags for new, unseen content. 

An important aspect of AI-based sentiment analysis is its capacity to tag large datasets in real-time. As machine learning algorithms evolve, sentiment analysis models enhance their proficiency over time, categorizing new data more accurately. 

Traditionally, companies gauged customer sentiments through surveys and focus groups. With big data analytics, organizations now tap into vast data sources like social media for a more precise understanding of customer opinions.al categories based on embedded emotions and opinions. 

AI-based sentiment analysis primarily utilizes two main techniques

  1. Rule-Based Sentiment Analysis 

This technique relies on predefined rules and patterns to analyze sentiment. It involves establishing a set of rules that guide the system in classifying text based on specific keywords, expressions, or linguistic patterns. Rule-based systems are useful for straightforward sentiment classification tasks and scenarios where explicit guidelines can be established. 

Example: "The food was delicious, and the service was great!" (Positive sentiment) 

The service was slow, and the food arrived cold (Negative Sentiment) 

The experience was okay, nothing special. (Neutral Sentiment) 

  1. Machine Learning-Based Sentiment Analysis

In this approach, sentiment analysis is performed using machine learning algorithms. These algorithms learn from labeled training data, identifying patterns and relationships between features to classify text into positive, negative, or neutral sentiments. Machine learning-based systems are more adaptable and suitable for complex sentiment analysis tasks, as they can generalize from diverse datasets and improve accuracy over time. The machine learning model undergoes training on labeled datasets. Following sufficient training, the algorithm gains the ability to identify sentiments in new texts autonomously, without relying on predefined rules. This empowers it to recognize intricacies such as sarcasm and synonyms. 

    Benefits of AI-based sentiment analysis 

     Benefits of AI-based sentiment analysis - Lucent innovation

    1. Brand Perception: Enhance how your audience perceives your brand. 

    1. Customer-Centricity: Mastermind identifying and addressing customer needs and complaints. 

    1. Marketing Optimization: Fine-tune your messaging and reach the perfect audience. 

    1. Product Evolution: Identify areas for improvement, develop new products, and elevate awareness of popular features. 

    1. Competitive Insights: Analyze your rivals' audiences to glean valuable insights. 

    1. Trend Forecasting: Predict shifts in consumer preferences and adapt your strategies for future success. 

    Use cases of sentiment analysis across industries 

    Use cases of AI-enabled sentiment analysis across industry verticals

    1. Marketing & Advertising: Sentiment analysis helps unlock customer insights from feedback, pinpoint ineffective campaigns, and craft messaging that resonates, boosting campaign success. 
    2. Customer Service: By proactively detecting unhappy customers across channels, sentiment analysis fuels faster complaint resolution and prevents minor issues from spiraling. 
    3. Politics: In the political arena, sentiment analysis lets candidates tune in to public opinion, adapt messaging accordingly, and craft winning campaign strategies. 
    4. Healthcare: Through patient feedback analysis, sentiment analysis uncovers areas for improvement, empowers providers to deliver a more satisfying experience, and ultimately enhances patient care. 
    5. Finance: By dissecting market sentiment on social media and beyond, investors can decode public opinion, gain predictive insights, and make informed investment decisions. 
    6. E-commerce: Analyzing product reviews and feedback via sentiment analysis allows companies to identify product weaknesses, make targeted improvements, and drive higher customer satisfaction, boosting sales and loyalty. 

    Use cases of AI-enabled sentiment analysis across industry verticals 

     

    1. AI in Healthcare: Unlocking medical mysteries: AI analyzes mountains of medical data, aiding doctors in diagnosis, treatment planning, and even surgery. Imagine Watson deciphering patient records to find hidden clues for better care. 

    2. AI in Retail & E-commerce: Reading minds, not just wishlists: AI algorithms predict your next purchase, like Amazon's uncanny recommendations. From targeted ads to personalized experiences, AI bridges the gap between shoppers and what they truly desire. 

    3. AI in Banking & Finance: Outsmarting the crooks and pampering the customers: AI guards against fraud with lightning speed, like Mastercard's AI shield. But that's not all - expect faster loans, smarter investments, and a future where banking feels like magic. 

    4. AI in Logistics & Transportation: Self-driving streets and smarter commutes: Buckle up for the future of travel, where AI steers the wheel (literally, in self-driving cars!). From optimized public transport to traffic lights that think, AI is reimagining how we move. 

    5. AI in Travel: Travel smarter, not harder: AI learns your travel habits and recommends hidden gems, just like a seasoned travel buddy. Machine learning algorithms predict the best deals, ensuring you experience the world without breaking the bank. 

    6. AI in Real Estate: Finding your dream home without the hassle: AI-powered bots become your tireless real estate assistants, answering questions 24/7 and finding the perfect match for your needs. Plus, smart homes powered by AI make living effortless and secure. 

    7. AI in Entertainment & Gaming: Level up your fun: From personalized streaming recommendations to video games that learn and adapt, AI is injecting intelligence into entertainment. 

    8. AI in Manufacturing: Smarter factories, smoother production: AI keeps factories humming with predictive maintenance, preventing breakdowns and keeping the lines running. Expect higher-quality products, safer workplaces, and a future where machines think ahead. 

    9. AI in the Automotive Industry: Driving intelligence on the road: Traffic lights that adjust on the fly, cars that diagnose themselves before trouble strikes - AI is revolutionizing how we drive. Buckle up for safer, smoother, and more efficient journeys. 

    10. AI in Media: Content that finds you, stories that resonate: AI curates the perfect playlist, analyzes videos in seconds, and even sniffs out fake news. Get ready for a media landscape that's personalized, informed, and always one step ahead. 

    11. AI in Education: Learning that adapts to you: From personalized study plans to intelligent tutors, AI is transforming education. Imagine a classroom where everyone learns at their own pace, mastering concepts one by one. 

    12. AI in Fashion: The future of style is smart: AI predicts trends, tailors recommendations, and even helps design clothes. Fashion becomes a conversation between you and technology, with AI as your personal stylist. 

    Remember, these are just suggestions. Feel free to adapt and customize them to fit your specific needs and audience 

    The Crucial Importance of Sentiment Analysis: Decoding Emotions for Powerful Insights 

    Sentiment analysis, the art of extracting emotions and opinions from text and data, is more than just a buzzword. It's a game-changer, offering invaluable insights into what people truly think and feel. Here's why it matters: 

    1. Understanding Your Audience

    Go beyond demographics: Forget dry statistics. Sentiment analysis reveals the hidden emotions behind numbers, letting you understand what resonates with your audience, what frustrates them, and what sparks joy.  

    Fuel better decisions: Tailor your message to their true sentiments. Craft marketing campaigns that elicit excitement, customer service that addresses concerns with empathy, and products that solve real problems identified through negative feedback. 

    1. Staying Ahead of the Curve

    Predict trends and shifts: Sentiment analysis acts as an early warning system, detecting brewing negativity or surging excitement around a topic before it hits the mainstream. This lets you adapt your strategies and capitalize on emerging trends. 
    Monitor your competition: Track public perception of your rivals, identify their weaknesses, and leverage your own strengths to stay ahead of the pack. 

    1. Building Stronger Relationships

    Turn customers into loyal advocates: By listening to their sentiments, you can address concerns promptly, identify areas for improvement, and offer exceptional service that fosters loyalty and positive word-of-mouth. Humanize your brand: Show your audience you care about their opinions. Sentiment analysis demonstrates you're actively listening and responding to their needs, building trust and emotional connections. 

    1. Making Data Actionable

    Transform qualitative insights into quantitative data: Sentiment analysis converts intangible emotions into measurable metrics, allowing you to track progress, measure the impact of your actions, and optimize your strategies for maximum impact.  
    Uncover hidden patterns: By analyzing vast amounts of text data, you can identify recurring themes, understand the relationships between different emotions, and discover hidden insights that inform your decision-making. 

    1. The Future is Sentiment-Driven

    From reactive to proactive: Sentiment analysis isn't just about responding to existing feedback. It's about anticipating emotions and proactively shaping narratives to create the outcomes you desire.

    Personalization at scale

    As AI and machine learning capabilities advance, sentiment analysis will become even more sophisticated, enabling hyper-personalized experiences that cater to individual emotions and preferences. 

    In conclusion, sentiment analysis is not just a tool; it's a mindset shift. It's about listening to the emotional undercurrents of the world around you and using those insights to build stronger relationships, make better decisions, and ultimately, achieve success.  

    So, are you ready to unlock the power of sentiment analysis and truly understand what people are saying? The future is listening, and the future is bright. 

    Also, read: Mastering Exploratory Data Analysis (EDA): Techniques and Importance

    Nitesh Kasma

    Co-Founder

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