What is sentiment analysis?

Knowing what your customers think and feel about your brand, product or service, is key. Sentiment analysis lets you analyse who likes what, providing useful data that you can use to your advantage. If things are looking positive, it can fuel loyalty and growth. But if things look negative, you might need to shake things up.

With Adobe Express you can delve into how to successfully implement sentiment analysis to catapult your business to success. Ready? Let’s start with the fundamentals.

What is sentiment analysis?

Sentiment analysis is an exploration of your customers’ opinions. Data is king in today’s world – use it to your advantage. See what your customers feel about you, are their opinions positive or negative? Are there any indifferent people?

Essentially, it’s number crunching – looking at the figures and interpreting meaning from them to make good business decisions. Doing great sentiment analysis helps you to better understand customers, meaning you’re not doing things blindly, as they’re based on solid evidence. Imagine happy customers getting their needs met because you’ve listened to them; that’s what good sentiment analysis can help you do.

Why is sentiment analysis important?

Let’s look at specific benefits of conducting sentiment analysis for your business. They are:

• Get actionable customer insights. Know what customers really want and give them more of it. Identify the negative things and get rid of them.
• Improve your product or service offering. Polish defects, do more of what’s already working – smooth out any rough edges to make customers come, and stay with your brand.
• Evaluate at scale. Analyse big numbers, gain a deep understanding. Emails, chats, surveys, CRM (customer relationship management) records, and more for valuable feedback.
• Immediate insights. Respond to real changes in real time. If there’s a sudden change in the market, adapt quickly.

How does sentiment analysis work? Collecting and interpreting customer sentiment data.

We’ve delved into what and why; now we’re going to give you the specific techniques on how to do sentiment analysis properly. Consider the following:

• Fine-grained sentiment analysis. Categorises text by emotion and intensity, scoring it on a 0–100 scale, much like star ratings on review sites.
• Aspect-based sentiment analysis. Reveals how customers feel about products or services by focusing on their specific features.
• Emotional detection. Analyses text to identify the underlying mental state of the person who wrote it.
• Machine learning. Trains models on labelled data to convert text into features, learn patterns, and predict sentiment (positive, negative, or neutral) using algorithms like Naive Bayes, Logistic Regression, SVMs, or Deep Learning.
• Transformers. Uses attention to understand context in long sentences.
• Large Language Models. Analyse sentiment by interpreting text through prompts instead of task-specific models.

5 examples of sentiment analysis.

We’ve run through some of the theory, but seeing how it’s put into action can give you a deeper understanding of just exactly what sentiment analysis is. Here are five examples of where you might use sentiment analysis:

1. Enhance customer service.

Customer support teams can use sentiment data analysis to tailor responses based on how customers are feeling. They can adapt the conversation in a way that resonates deeply with customers. It can be automatic too – chatbots can be trained to spot it.

2. Brand sentiment monitoring and analysis.

Brand sentiment analysis monitors various social media platforms, such as Facebook and Instagram, as well as online news and blogs, to gauge the public feeling about your brand. Using this, it gives PR teams a chance to respond to complaints or do more of what’s positively trending.

3. Marketing sentiment analysis.

Improve your product or service offering by finding the positive and enhancing it. While also identifying the negative and scrapping it. Comments on sites, reviews, and the like give valuable insight. It’s a way to see what’s working and identify any refinements needed. This way, you’re not left in the dark.

4. Measure performance success.

See what’s working – are your efforts bearing the fruit of your labour? If you’ve spent on advertising campaigns, see how much ROI (return on investment) you’re getting. What are people saying on their feeds? If it’s not quite hitting the mark, change things up.

5. Monitor workplace mood.

It’s not just customers, but your employees are important too. You can monitor internal communications, like emails, chats, etc. If you want a more targeted response, you can send out surveys. Create engaging surveys with Adobe Express.

Editable sentiment analysis templates for UK businesses.

How can Adobe Express help you visualise your sentiment data?

You’ve learned sentiment analysis techniques. Let’s see how you can put them to good use with Adobe Express:

1. Visualise your sentiment analysis data with an infographic.

Break complex data into a simple, digestible form with infographics. They help explain specialist topics to audiences in a visually engaging way. Infographics are simple to create; just pick a template to get started.

Create infographics easily with Adobe Express

2. Translate your data into a chart.

Create charts to present your data in bar graphs, scatter graphs, and the like. They can be useful for those all-important meetings when you’re presenting findings, for example.

Create charts with Adobe Express

3. Map your data against the customer journey.

Visualise your data in your customer journey. This way, you can look at the process; maybe there are some parts that work, but there might be negative aspects in others.

Discover how customer journey maps can help your business

Showcase your sentiment analysis trends with the AI presentation maker.

Imagine you’ve got a great idea and you’re pitching it to clients. Maybe you’re looking for extra funding for a new product, or you’re looking for more investment. Having an idea is good, but it’s not always the idea itself, but the way you present it that matters. Packaging good ideas within a captivating presentation and grabbing the interest of key decision makers can be the difference between them accepting or rejecting your offer. Now you don’t have to rely solely on pre-made designs. Create your own presentation using the AI presentation maker. Simply type in what you want to create, and watch the AI bring your idea to life. If you don’t like it, go back and edit your design with ease.

Create attention-grabbing presentations with the Adobe Express AI presentation maker.

Try Adobe Express for free now

Good to know.

What are three types of sentiment analysis?

The three types of sentiment analysis are:

• Fine Fine-grained (graded). Categorises text into various emotions.
• Aspect-based (ABSA). Analyses specific parts of your offering.
• Emotional detection. Determines the psychology of people from what they’ve written.

Can you use AI for sentiment analysis?

Yes, you can use AI for sentiment analysis to process large volumes of data. Whether it’s customer service chatbots, a scan of your organisation’s social media profiles, or emails. With AI, you can look at large chunks of data to see any emotional aspect insights.

Is sentiment analysis a KPI?

Yes, sentiment analysis is a KPI that measures the emotional tone. There are usually three types: positive, negative, and neutral. This can be from customer feedback, reviews, public mentions, and the like. Track public perception and understand customers’ feelings to better engage your target audience.

Is Adobe Express free?

Yes, our free plan offers many core features including thousands of templates, photo editing and effects, animation, and 5 GB of storage. See our pricing page for details and to compare plans.