Text analysis visualization with Heatmaps

Following the introduction of a redesigned user interface, Smart Uploads and Advanced Splits earlier this year, we are excited to introduce Heatmaps. A text analysis visualization tool, this latest addition to Relative Insight assigns colors to each pair of data sets within a group to quickly understand where the largest and smallest differences exist. 

What is Heatmaps?

Heatmaps is a text analysis visualization tool that highlights which data sets in a group are most and least different. The feature allows you to map the differences in each pair of data sets within a group.

Here are a few examples of how Heatmaps can be used in practice:

  • Competitor benchmarking: quickly identify which competitors are most and least different to your brand and then focus in on the biggest differences to understand how others have carved out whitespace in the market.
  • Geographic market analyses: map customer reviews to identify the geographic markets that require a differentiated approach, and then explore the differences to understand how to localize your marketing and product offering in those locales.
  • Customer segmentation: understand where customer segments (however you define them) overlap and diverge to inform a more nuanced approach to audience targeting and sales.
  • Time-based trend analysis: use Heatmaps to identify when significant changes in topical conversation are taking place.

Focusing your analysis

At Relative Insight, our mission is to help businesses unlock the power of text analysis as a source of business intelligence. Through our unique comparative approach, we help users identify what makes brands and customer groups unique and similar.

Previously, in order to use the platform, you had to first define a specific comparison. But knowing what comparisons to look at is not always obvious.

Heatmaps solves this problem by visualizing your text analysis, showing you which comparisons contain the biggest and smallest differences. Equipped with this information, you can proceed to focus your efforts on the comparisons that matter most. The decision of whether to hone in on the comparisons with the biggest or smallest differences will depend on the nature of your project.

You can easily navigate to the results of a comparison by clicking on a Heatmap tile.

A visual output

A common challenge for data and insight teams is crafting a coherent narrative from the data that translates into actionable business intelligence.

While initially conceived as a pre-analysis tool, Heatmaps also produces a useful visual output of your analysis. Through text analysis visualization, heatmaps reduce masses of text into something easy to understand. Heatmaps is particularly useful for competitor mapping, customer segmentation, demographic and geographic comparisons.

For example, a Heatmap of competitors can provide a top-level overview of the competitive landscape. This can complement your more detailed insight cards and help build a coherent story around your insights (a crucial element in ensuring your insights drive actions).  

Using Heatmaps

To create a heatmap, the platform compares and scores each pair of language sets within a group. The topical differences in each pair are measured against a sample of over 5,000 comparisons to determine the difference percentile. The higher the difference percentile, the more different a given pair of data sets is.

For example, a comparison ranking in the 60th percentile is more different than 60% of all comparisons.

Heatmaps are created and accessed via the Data Library. Simply navigate to the applicable project folder, select between three and 20 data sets to include and then click the Heatmap icon at the top of the screen. Visit our Help Centre for a full step-by-step guide.

Discover the power of Heatmaps