Brand Sentiment Analysis

NewtonX brand sentiment analysis insights reveal how each stakeholder of customer buyer teams really feel about your brand. You get quantifiable measures of emotion that help you build stronger connections with your audiences and make better business decisions.

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Brand sentiment analysis services and capabilities

NewtonX brand sentiment analysis insights turn the emotions of your clients and prospects into actionable data. It involves a complex combination of techniques, tools and technologies to get insights from large volumes of quant and qual data and determine if your brand sentiment is positive, negative or neutral.

As part of your brand health strategy, you can use brand sentiment analysis to track how people feel about your brand in real-time. This means you can jump on any opportunities and get ahead of any issues immediately. Being this agile keeps you ahead of the game and prevents potential reputational damage.

These brand sentiment insights can guide marketing, communication, and strategic decision-making by enabling businesses to dynamically respond to how their target audiences feel. You can also use these discoveries to clarify how clients and prospects feel about your brand, in comparison with your competitors. This competitive analysis gives you a data-backed steer as you develop differentiation strategies for your brand.

NewtonX brand sentiment analysis research insights are applicable across your organization, for example:

  • Getting client feedback on products and services that identify areas of improvement, and build successful product launch campaigns
  • Evaluate the success of marketing and advertising campaigns
  • Manage reputation, not just by addressing negative sentiment, but developing areas of positive engagement
  • Identify opportunities for collaborations or partnerships with other similarly aligned brands
  • Develop more personalized client experiences based on this deeper understanding of their feelings and tailor messaging to each specific brand persona in your buyer teams – building in their subtle differences

Brand sentiment analysis research to deliver both scale and specificity

Our technology reaches across 140+ industries to give you the scale of a panel combined with the depth of an expert network. From professionals en masse to niche, hard-to-find audiences, the NewtonX Knowledge Graph can find the exact people to deliver the business insights you need. We’re the only customer loyalty research agency that’s developed proprietary research technology to keep up with market demands. Here’s just a sampling of who we pinpoint, for everything from 5,000+ participant surveys to curated groups of in-depth interviews.

140+

industries

  • Cryptocurrency specialists advising on hedge fund projects
  • Advertising professionals overseeing brand spend
  • Reddit users that visit Reddit for NSFW content
  • IT decision-makers evaluating cloud software services

NewtonX helps industry innovators turn inquiry into impact.

How a digital media platform uncovered advertiser perceptions with NewtonX brand tracking

We found specialized decision-makers with hands-on experience buying or selling digital media advertising through technology solutions.

How we helped a $25 billion American life science giant measure brand reputation and develop insights to support strategy

We helped our client use a multi-wave tracker to keep up with changes to the healthcare, pharma, and biotech landscapes in the wake of Covid-19.

How Tableau utilized a NewtonX brand tracker to sustain innovation

Tableau empowers enterprises to drive change with data. They came to NewtonX to design a brand tracker with input from senior IT and business decision makers to inform product strategy.

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What is brand sentiment analysis?

Brand sentiment analysis puts your clients at the heart of your decision making. The final insights tell you how well your brand is understood by clients and prospects. It starts by listening to your audiences’ feelings about their real interactions with your brand along their path to purchase. The synthesis of the raw data gives an overall brand sentiment of positive, negative or neutral – for your brand at that of the competition. NewtonX brand sentiment analysis give you actionable insights you can use to build a solid brand strategy that addresses weaknesses and boosts strengths.

5 benefits of brand sentiment analysis

The enriched understanding of your clients and prospects that brand sentiment analysis reveals has 5 key benefits to your business:

  1. Strengthened relationships. A deeper appreciation of how your clients feel gives you a stronger connection. This works alongside your other tools, like segmentation research, buyer personas and customer journey maps, to deliver an exceptional customer service experience. This promotes positive brand sentiment, increases loyalty and reduces how much you have to spend generating new clients.
  2. Better product market fit: You can use brand sentiment analysis to see how well new products, services and features will be received before you invest in bringing them to market.
  3. Maintain a good image: Your reputation is invaluable. Regular brand sentiment analysis helps you monitor how people feel about your brand. You can amplify the positive and tackle any negative before any real damage is done.
  4. Get ahead of the competition: Your brand sentiment analysis insights consider your context within your industry. It doesn’t just indicate how you’re perceived by your target market, but also your competitors. With this knowledge, comes the power to change perceptions and highlight your points of difference to put yourself ahead of the game.
  5. Spot growth opportunities: Regular listening helps you identify industry trends that become your opportunities for growth. This might be new personas with the same problem, or entirely new problems that you already have the answer to.

Types of brand sentiment analysis

There’s a complex range of different brand sentiment analysis types. NewtonX brand sentiment research combines the right quantitative and qualitative methodologies for your particular industry, business and questions. Generally this includes:

  • AI tools: These algorithms track and analyze language for emotions and opinions using natural language processing (NLP). They are useful as part of a broader sentiment analysis research package, but don’t always correctly pick up on our full range of tones and expressions – like sarcasm.
  • Surveys: Directly asking your clients and prospects how they feel about your brand in a survey is a quick, clear way to get a snapshot of their opinions. Having a third party ask the questions removes the awkwardness of direct contact and can result in more honest, open answers. Making sure you’re asking the right people is vital to the usefulness of survey insights.
  • Internal information: Any direct communication you have with clients contains useful customer sentiment information. This includes emails, online chatbots, customer service phone lines, and face-to-face interactions with sales staff.
  • Social listening: What are people saying about your brand on social media platforms? This is where your word-of-mouth reputation is built and it happens at top speed. The social listening aspect of brand sentiment analysis tracks relevant hashtags and keywords to see what people are saying about you. This mass of data is sorted into attitude and emotions, so you can build on your strengths and resolve any areas for improvement.

How does brand sentiment analysis work?

Do you want to know how clients and prospects feel about your brand? Brand sentiment analysis provides insights that answer that question. Your conclusion will be either positive, negative or neutral brand sentiment. NewtonX brand sentiment analysis will also give you actionable insights that help you improve your connection with your audience segments and make more informed strategic decisions. Brand sentiment analysis is a complex combination of research methodologies, technologies and tools that curate the huge volume of available data into valuable conclusions.

How frequently to do brand sentiment analysis

It’s wise to build brand sentiment analysis into your brand health tracker. Regularly monitoring how people feel about your brand keeps you away from reputational peril and ahead of the competition. You can also run a brand sentiment analysis to gauge emotions at key points. For example, to check messaging resonance before a campaign launch, or after an ad campaign, to measure its impact. The frequency of brand sentiment analysis largely depends on your needs. But if you ever find yourself wishing you could read the minds of your target audience, it’s the right time for brand sentiment analysis.