Opinion Mining
Web analysis of consumer and interest group opinions.
Task: Analysing the opinions of Volkswagen expressed on the Chinese internet.
Solution: Use of opinion mining – which collects quantitative opinions that are analysed semantically. Statements about brand, products and competitors are used.
Unlike with personal interviews or laboratory situations, people will express themselves more directly and authentically in an anonymous web dialogue amongst like-minded people. China is the world’s biggest online market. The number of “posts” and “opinions” in the relevant social networks amount to millions so that a manual evaluation of the general opinion and mood is impossible. Opinion mining is specially tailored to fit the consumer’s demand, measuring precise opinions regarding the products, company and brand image. It can be be used excellently as early warning system that will detect emerging “problem areas” for the PR staff and marketing. With the help of a semantic analysis tool, digitally documented expressions about Volkswagen are collected and evaluated.