Methodology

The study background, approach and methodology.

The Topic.For the purpose of this project, we picked a relatively cheerful topic – beer, and India Pale Ale (IPA). We chose this topic as it would capture a lot of content with strong sentiment indicators. The Vendors. For this particular study we were comparing five social listening vendors:

Crimson Hexagon (now merged with Brandwatch).

NetBase.

Talkwalker.

Sysomos (now merged with Meltwater).

YouScan.

The Query.Geographic Markets: Global
Language: English
Time Period: 12 Aug 2019 - 18 Aug 2019The query was adapted accordingly to Boolean search capabilities and operators of each tool.(IPA OR IPAS) NEAR 7 (“craft beer” OR #craftbeer)The Objective.The objective of this study was to compare the performance of the Crimson Hexagon, NetBase, Talkwalker, Sysomos, and YouScan platforms in terms of:

Data sources and data volumes.

Sentiment analysis scoring performance and variance.

It was not intended to explore the overall accuracy of the sentiment scores, rather how the platforms performed against each other. As those of you have how have dealt with manual sentiment scoring know, “no two analysts ever scored the same tweet”. I will leave it up to you to decide if an Instagram post of a photo of a glass of IPA beer accompanied by #IPA #Craftbeer #craftbeerporn is a positive or neutral post* 😊^{*In my humble opinion this is a consumer endorsement post and should be scored as positive 😊}