Quirks London 2019

We’re delighted to be sponsoring the inaugural Quirks conference in London on 12th and 13th February. It’s shaping up to be a great event, bringing together everyone in the research and insights industry. Drop by our booth or come see our talk at 09:15 on the first day.

Word Clouds, The Trough of Disillusionment and Applying Law Enforcement Techniques to Language

Tuesday 12th February, Room 1, 09:15 -Language analysis has great potential to reveal insights, but all too frequently the industry is stuck with word clouds and basic sentiment analysis.  Ben Hookway, CEO of Relative Insight will show you how techniques with origins in psychology and criminal linguistics can be successfully applied to the understanding of consumer behaviour.

The talk will cover:

  • The core principles Relative Insight used in law enforcement
    How comparison of language sets surfaces the unknown unknowns
  • How those principles are applied in market insight
    Understanding the differences in consumer language is key
  • The culture difference
    From Law Enforcement to Marketing!
  • How Social Media Listening was sliding into the Tough of Disillusionment
    The cycle of adoption and expectation from tools
  • The addiction to search in social analytics
    Discovery is always more enlightening than search – breaking the habit
  • How simple changes in approach can leverage the language assets you already have immediately

Accurate assessment of the language of consumers using comparative linguistics reveals a goldmine of actionable insights for brands. From understanding how your brand or product is discussed compared to competitors, to understanding the trends in how consumers are evolving their opinions and attitudes; drilling into language provides competitive advantage.

Word Clouds, the Trough of Disillusionment and Applying Law Enforcement Techniques to Language

Contact the team here to book a meeting

Technology born from criminal linguistics research

Relative Insight was born out of a 10-year research project with Lancaster University’s linguistic and cybersecurity departments. In the beginning, we used language analysis to help law enforcement identify criminals masquerading as young people in chat rooms.
Today, we use the same methods to help brands communicate more authentically with their audiences—focusing on statistically significant differences in the way people speak, and deriving insights from them that fuel sharper strategy and smarter communication.

You can find more information about Madfest 2018 here.