February 12-13, 2019

Register Now Convince the Boss

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

Room 1 | 9:15-9:45 | Tuesday, February 12, 2019

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 Insight, will take you through their journey from applying linguistic forensics in law enforcement to providing language analytics for consumer insights in brands and agencies.

The talk will cover:

  • The core principles Relative Insight used in law enforcement – How comparison of language surfaces the unknown unknowns.
  • How those principles are applied in consumer 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 trough of disillusionment – The cycle of adoption and expectation from tools.
  • The cultural addiction to search, particularly in social analytics – Discovery is always more enlightening than search – breaking the habit.
  • How simple changes in approach can immediately leverage the language assets you already have.

Presentation type:

  • Best Practice Workshop

Subjects covered:

  • Data integration/big data
  • Business-to-business research
  • Assessing marketing research technology vendors
  • Global/international research
  • Social media research
  • New techniques – qualitative and quantitative
  • Automated research


More sessions

See all sessions

Transforming Insight at Aviva and eBay

Join this session to hear a conversation with Rhea Fox, insight director at Aviva, discussing her priorities and experiences at Aviva and eBay together with James Wycherley, CEO of the Insight Management Academy. 


Tuesday | 11:30-12:00 | Room 2

The Modern Approach to Market Research in 5 Steps

Today, everything and anything is digital. It’s a way of life that’s core to the DNA of what we think, feel, say and do. With 3.6 billion global Internet users surpassing [...]


Tuesday | 11:30-12:00 | Room 1

Does Creative Effectiveness Matter?

Does creative effectiveness really matter? In a world of 24/7 messaging, endless touchpoints, Internet of things connectivity and mobile app chat bot-enabled price widgets…. Does creative really matter? Resoundingly – YES! This seminar [...]


Tuesday | 10:00-10:30 | Room 3