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.
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.