Identifying the right users of Relative Insight within your organisation

Deriving powerful language insights and using them to inform real-world actions are at the front and centre of Relative Insight’s mission. Our technology analyses text data quickly and at scale, utilising a comparative approach to uncover unique audience insights and help you better understand your customers, competitors and target demographics. 

As is the case with any technology, identifying the right people within your organisation to use the platform is essential to a successful implementation.

How to identify the best people to use Relative Insight

Our most successful clients have successfully identified super-users to advocate for Relative Insight in their organisations. These users typically love getting deep into the data, are genuinely excited about finding ways to improve the efficiency of qualitative analysis and are motivated by the possibilities enabled by technology.

Insights – no matter how interesting they are – don’t take on value until you actually do something with them that drives business outcomes. So, in addition to being data-savvy you also need super-users who understand the bigger picture and can relate their work to wider organisational priorities.

To make this process easier, we’ve created user personas to help you identify the best possible people in your team to spearhead the adoption of Relative Insight…

But first, let’s think about you…

Are you a Foxy, working for a brand – or are you a Brahbrah in agency-land?

Can you identify a Jupiter or a Marjorie in your team?

Why will Relative Insight appeal to these personas?

Efficient data analysis:

Jupiter works for a brand, is data-obsessed and loves anything that will speed up his day job. He’s keen to discover new tools that enable him to cut down the time it takes to analyse large amounts of unstructured data.

Relative Insight’s comparative approach to text analysis provides a quick and efficient solution for making sense of vast quantities of data. Our algorithms ‘read’ each data set to understand the content and context, and then pinpoints the statistically significant differences and similarities between them. This offers Jupiter an effective solution to analysing millions of words without having to read them.

Easy data manipulation:

Chances are Jupiter is sitting on an enormous pile of brand data that has been analysed once (or maybe not at all) and subsequently forgotten about. Whether that be open-ended surveys, focus group transcripts, review data or social media mentions. If there was a way for Jupiter to squeeze more value out of his existing research efforts, he would jump on it…

With Relative Insight’s split functionality, Jupiter can manipulate his existing language data and segment it using various metadata points (i.e. location, age or geography). He is then able to run multiple comparisons which will paint a broader picture of his audience, helping Jupiter understand the topic from different angles and achieve the maximum value from his data.

Unique insight generation:

Marjorie has a sizeable roster of clients. She wants to ensure she is conducting innovative research and delivering interesting insights. However, in agency-land, time can be a blocker and when pitching for new business she wants to offer up insights that her competition won’t have discovered. Marjorie could benefit from a secret weapon to help her deliver insights and recommendations that differentiate her from the others.

Relative Insight’s methodology overcomes the confirmation bias of hypothesis-driven searching, meaning agencies can wow clients and prospects with surprising nuggets of information and reveal the unknown unknowns. Not only will these insights be unique, but our technology speeds up the process of finding them – highlighting the words, phrases, topics and emotions that are significant to each side of your comparison.

Explaining the comparative methodology:

It’s also important for Marjorie to showcase how she is innovating in her research methods and articulating how Relative Insight works can help her do this. Being able to talk about the methodology adds a layer of credibility to Marjorie’s findings, backing up her insights and recommendations while ensuring she is aligned with the rest of the team.

At Relative, we deliver a big data-style approach to qualitative research that combines natural language processing, comparative linguistics and AI. Our technology quantifies qualitative data through the metric Relative Difference – an indicator of how prevalent a certain word or phrase is in one data set compared to another. This appeals to Marjorie, as it helps her explain why linguistic nuances matter. She is also able to create and export insight cards – collections of the most relevant insights. Insight cards enable Marjorie to present her findings clearly to internal teams and develop action plans that will give these insights practical value.


So, you’ve identified the perfect individuals to use the Relative Insight platform. Now it’s time to get them trained up with our comprehensive training programme Comparison University.

Our two introductory modules are offered every week and are designed to get users up to speed on all things comparison. Additional modules are available to upskill users and ensure they are confident using the platform independently.

The bottom line

By identifying super-users – your Marjories and Jupiters – who are truly passionate about data and insights, and have the time to really get stuck in, you will set yourself up for success with Relative Insight.

These users will drive transformation in the way your business approaches research, helping you make sense of unstructured data and deliver insights that propel your business forward.

When you blend the right people with the right technology, the effects on your business can be magical.