Jenny Chan 陳詠欣
Aug 30, 2013

Millward Brown launches first automatic Chinese text-analysis tool for social-media research

BEIJING - The need for swift and accurate processing of a huge amount of feedback from consumers has become imperative for market researchers, and this has led Millward Brown, in conjunction with Eucita, to come up the first text-analysis tool adapted for Chinese-speaking regions.

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 creationthe 'Chinese Word Cloud' toolby 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

    ...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Charles Cadell to step down as McCann Worldgroup APAC president
Premium
3 hours ago

Charles Cadell to step down as McCann Worldgroup ...

Alex Lubar from McCann's London office will replace him.

Premium
Aaron Wild resigns from OMD China
Premium
4 hours ago

Aaron Wild resigns from OMD China

Wild served in leadership roles in China for both PHD and OMD over the past eight years.

Premium
Times of India makes space for 'Out & Proud' announcements
Premium
7 hours ago

Times of India makes space for 'Out & Proud' ...

Paper confronts lack of acceptance for LGBTQ people using an old format: The classified ad.

Premium
MediaWorks 2019: Grab challenges young marketers
Premium
9 hours ago

MediaWorks 2019: Grab challenges young marketers

At the 14th annual intensive training exercise for young media professionals, Grab has delivered a brief about raising awareness of its mobile wallet across SEA.