Key Business Analytics

9

Sentiment analysis

What is it?

Sentiment analysis, also known as opinion mining, seeks to extract subjective opinion or sentiment from text (Chapter 8), video (Chapter 11) or audio data (Chapter 12).

The basic aim of sentiment analysis is to determine the attitude of an individual or group regarding a particular topic or overall context. The sentiment or attitude may be a judgement, evaluation or emotional reaction.

For example, we have known for decades that the words we use to communicate and express ourselves and our opinions only account for 7 per cent of comprehension. The vast majority of our communication is picked up non-verbally through body language and tonality. Most of us have, for example, experienced asking our children to clear ...