"ViewPoints" improve Text Analysis Usability

"It depends on your point of view". In debates or discussion this is a phrase used to suggest different interpretations are available. As human beings, of course, we know that the meaning of spoken words changes with context. With written words though, we often don't have the same ability to infer context. And, as anyone who's analyzed a set of verbatim comments can tell you, how words are interpreted matters a lot to the quality of the analysis.

At Etuma, we've always understood the need for "globalized" views in our analyses. In our product, these globalized "views" are called "Lexicons". Etuma offers a number of  Lexicons for Voice of the Customer (VoC) and Voice of the Employee (VoE), in various industries (Retail, e-commerce, Air Travel and others), for instance.

Recently though, Etuma has added a new capability for much more granular views of verbatim comments. We call these "ViewPoints". A ViewPoint is a specific topic subset within a Lexicon. Some examples of different Etuma "ViewPoints" are:

• "VoC Retail, Customer Service. 
• "VoC, Air Travel, Food Service.   
• "VoC" e-commerce, purchase experience 

Viewpoints give Etuma customers the ability to quickly and easily "tune" their analyses so that text is mapped to topics according to the data needs of text analysis users, typically end users of data. Once a ViewPoint is implemented, users simply select it as a background variable for their report and data is automatically re-organized so that non-relevent topics are excluded from the analysis and relevant topics included, regardless of their overall importance to the text stream being evaluated.  In other words, without a great deal of effort, ViewPoints let Etuma users quickly see what they want or need to see in their feedback data to better do their jobs. A very useful capability.  One I am looking forward to implementing for customers.

Learn more about Etuma's solution set at www.etuma.com

Stewart Nash
linkedin: www.linkedin.com/in/stewartnash