Tom H. C. Anderson’s paper Text Analytics in Market Research – Gaining an Innovative Advantage was nominated for the ESOMAR Excellence Award for best Paper of the Year at ESOMAR Innovate 2008 in Copenhagen Denmark this past month.

The paper describes the use of text analytics for both “structured” text data such as survey open ends and unstructured consumer generated media (CGM) found on the web. AA Text utilizes tactical text mining software to identify verbatim concepts and sentiment and content analytical software to understand motivation behind the text.

Case studies from Starwood Hotels & Resorts and Unilever, Dove are cited in the paper. The techniques discussed are highly relevant to all market researchers whether working primarily with survey or focus group data, or with call center and consumer generated media on the web.

Best ESOMAR paper of the year will be announced in September at ESOMAR’s Annual conference in Montreal.

About Anderson Analytics
More than market research, Anderson Analytics is the first full service marketing consultancy to combine new technologies, such as data and text mining, with traditional market research. Anderson Analytics helps clients gain The Information Advantage by combining the efficiencies and business experience found in large research firms with the rigorous methodological understanding from academia and the creativity found only in smaller firms. For more information, please visit http://www.andersonanalytics.com