Crystal Director comments on sentiment analysis

Crystal PR Director Adam Riddell recently commented for a piece exploring the application of digital tools in sentiment analysis in business title BL Global.

“Sentiment is really important and new tools are opening up new avenues to enable organisations to take great strides in this area – it’s far better to try to know how your key stakeholders are going to react to something than assume or make a best guess,” he said. “And ultimately, it will be how someone was left feeling that will impact you as an organization the most - the old mantra is that customers don’t remember what you said or what they sold you, but they remember how you made them feel.”

“However, sentiment analysis is a fragile area and data needs to be carefully assessed alongside other research techniques.”

Read the full piece here.