Here’s why Thematic analysis beats sentiment analysis
JULY 12, 2018
Have you heard of Thematic analysis ? If you are working in insights or data analysis, you will have heard of Sentiment Analysis. Sentiment analysis is important because companies want their brand being perceived positively, or at least more positively than the brands of competitors. Sentiment analysis, if accurate, can be a valuable tool for this specific use case. But what about Thematic analysis? Thematic analysis is more nuanced.