The main motive of using sentiment analysis is to find out the true feelings of the varied people living in our society. It can be used for analyzing the customer feedback of a particular company, normal users on social media towards a product, services, social issues, or political agendas.
Companies also use it for brand analysis, reputation crises, campaigns performances, competitor analysis, and improve the service offered to the customers. Analyzing the sentiments of the customers helps the customer support team to prioritize their work for offering better service to end-users.
What are the common challenges with which sentiment analysis deals?
Sentiment analysis is a very difficult task due to sarcasm. The words or text data implied in a sarcastic sentence come with a different sense of meaning depending on the senders or situations.
Sarcasm is remarking someone opposite of what you want to say. It is expressed to hurt someone feelings or humorously criticize something. On social media, sarcasm is one of the most common behavior you can see nowadays interfering with the results.
Sarcastic words or texts show the unique behavior of people. It is usually used to convey a negative sentiment using the positive intention of words. This kind of caustic remark can easily mislead the sentiment analysis decisions.
The presence of sarcastic words makes it difficult for sentiment analysis processing in turn making it difficult to develop NLP-based AI models. Hence, a deeper analysis of such words is required to understand the true sentiments of people with accuracy.
In such a case, we can use the psychographic-based analysis to understand such people and their exact intention of what they are trying to say. Using the psychographic segmentation in Sentiment Analysis can give more comprehensive perception of different kinds of people interacting with each other.
Psychographic segmentation vs behavioral segmentation
Sentiment analysis can be a big game changer in forming a more focused marketing strategy for the companies. But these establishments need to understand their customers by segmenting them into their characteristics like their cultural values, beliefs, desires, goals, interests, and lifestyle choices.
Psychographic Segmentation becomes helpful here in analyzing the customers sentiments by segmenting them based on their activities, lifestyle, and interests. It is a more qualitative approach to study consumers according to their psychological characteristics.
Psychographic segmentation not only helps in improving the customer experience but also authorizes companies to offer more tailored products or services to the right customers at the right time improving the return on investment.
Psychographics allows you to learn about the deeper motivations and emotions that influence potential customers. Hence, in the next article, we will learn more about psychographic segmentation, and how it is helpful in sentiment analysis.
Cogito offers sentiment analysis services for the wide-ranging industries using the insights of our skilled workforce making every interpretation meaningful. From social media to other useful online platforms, we are experts in analyzing the sentiments of a different group of people towards the different entities. Click