With the lack of mature tools focused on Chinese text-analysis in the domain of market research, Millward Brown and Eucita have come up with their creation—the 'Chinese Word Cloud' tool—by combining techniques from big-data analysis and semantic mining to produce visualised results of text-based data.
The data can be collected from open-ended questions in various qualitative research projects.
The tool has three major functions:
- 'Text Cloud Analysis' is conducted based on word characteristics and frequencies of their occurrences, containing a quick extraction of key information from nonstructural text representing consumers’ verbal or written viewpoints.
- 'Differentiation Cloud Analysis' shows the similarities and differences between two groups of textual information from different sources, meeting demands to track trends from contrasting periods.
- 'Cluster Cloud Analysis' (pictured below) groups related keywords under certain topics into clusters, presenting an abstract of closely-associated information, such as from consumers' comments about an advertisement.
Sirius Wang, director of new solutions at Millward Brown China, said that major consumer perspectives can be understood from analysis of the massive amounts of textual information generated from comments on social media and other online platforms.In addition, accumulating previous data can also be applied into optimising the text-analysis algorithm of the tool to keep improving the accuracy and efficiency of analysis, according to the firms.
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