EssenceWise™ provides a suite of tools to track and aggregate customers' opinions wherever qualitative data exists, letting you visualize emerging wisdom on the fly™.
1. Measuring Passion
Take a term, a phrase or a sentiment and measure the buzz that exists around it for your brand and products - this applies to people as well. See the volume of conversations (the level of Buzz or passion) around your competitors and their products. Measure the passion as it relates to your category and your industry specifically - this is not a simple word count!
Example:
If you wanted to measure how passionate people are about the smell of Dove brand products, you just enter "smell" and select "Dove Brand". EssenceWise™ then calculates the buzz around each automatically discovered Dove brand products. It only calculates the buzz specifically for Dove brand products around smell and not buzz around the bird dove. EssenceWise™ further refines this to a targeted category. For example, distinguishing between Dove the Soap and Dove the Shampoo as a brand and calculating passion around the brand with respect to each category and any specific attribute separately.
2. Gauging Likability
Compare positive and negative sentiments of brands/products on two dimensions. Compare your brand/products' sentiment positioning. Identify sentiment gaps and clustering, and discover positioning opportunities.
Example:
Let's say you were wondering the relationship between "fast" and "safe" in cars (you can target a single dimension as well). You simply type in those two attributes and select the "cars" category (SUVs, 4 doors, etc.). EssenceWise™ will then, based on the sentiments expressed in opinions on blogs, review sites, message boards and social networking sites, plot the top five and bottom five cars for both dimensions on a graph. You can select your own cars to see their positioning relative to the top and bottom performers.
3. Exposing Trends
Track brand/product sentiment over time with sliding time parameters. See fluctuations and drill down to find out why. Gain confidence on results based on volume and source.
Example:
Let's say you wanted to see if your favorite TV show, The Simpsons has become better or worse over time. You just select "The Simpsons" and type in "funny". EssenceWise™ then graphs how funny people think The Simpsons was at a particular time. You can see the points when it went up and you can see the points where it went down. You can even trace the high and low points to specific episodes to see the best and the worst shows. You can then overlap the events (i.e. marketing campaign on the show) on top of the trend map.
4. Comparing Perspectives
Monitor sites with user generated content to discover the characteristics that do and do not matter to the customer. Go to the source, chase a term and learn more. You can target a few sites or expand your perspective to explore thousands of sites in aggregate. You can dynamically alter you frame of reference and your perspective by exploring two brands, two specific products and / or a brand against an entire category. Quantified perspectives can be compared and actual discussions can be accessed on the fly and in a transport manner.
Example:
Imagine you wanted to know what people thought were the strengths of a movie that just came out. All you would need to do is select the movie name and compare it against movies in general. EssenceWise™ then automatically discovers the statistically proven terms and phrases that people liked about that movie specifically and the things they did not like.
You can even compare one movie against another to find the differentiators between the two, or a movie against a category of movies (i.e Christmas movies). In a consumer electronics example, you may want to compare a laptop to all lap tops, to other laptops that you manufacture or distribute or a specific competitor's product to gain knowledge of positioning / strengths and weaknesses.
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