February 12-13, 2019
We help brands sharpen strategy and communicate better by comparing and analyzing language. Relative Insight was born out of a 10-year research project with Lancaster University’s linguistic and cyber security 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 such as Unilever, Sky and DFS 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. At our core, we believe that understanding what makes us different is essential to bringing us together. After all, isn’t that what marketing sets out to do—to connect people and brands in meaningful ways? So we go out in search of white space—the golden nugget of inspiration that’s born out of comparison. No matter what we’re analysing, we’re always looking for a new perspective on a group of people. Luckily, there’s nothing that says more about us than what we say about the world around us.
Sessions from Relative Insight:
Language analysis has great potential to reveal insights but all too frequently the industry is stuck with word clouds and basic sentiment analysis. In this talk, Ben Hookway, CEO at Relative [...]
Tuesday | 9:15-9:45 | Room 1