Metametrix advisors, econometricians and data analytics experts, Aniruddha Banerjee, Ph.D., and Paul Rappoport, Ph.D., recently completed a study proving that the combination of values and emotions drive sentiment. Their study used sentometrics which combines sentiment analysis with econometric modeling to analyze textual data for a deeper understanding of values, emotions, and sentiment that in turn shape perceptions, beliefs, and attitudes.  The technology developed by Sudheer Prem, CTO and Adam Elliott, CSO, reveals these elements in unstructured text. This study demonstrates that this connection of behavioral signals provides a powerful and effective way to understand how deep-rooted factors of values and emotions shape attitudes that create optimism/positive sentiment or pessimism/negative sentiment.

The benefits are three-fold:

·      Values and Emotions plus Sentiment is powerful combo. Without this essential understanding an incomplete analysis is produced.

·      The MMX approach can either complement the traditional survey-based approach for understanding perceptions, attitudes, and ultimately behavior, or replace it entirely.

·      The methodology can deliver insights into brand strategy, product development, consumer confidence, product performance/acceptance, company or organizational performance, inflation, or demographic change, among others.

Read the full study here