Sentiment and brand perception

Sentiment describes the tone of answers that name the tracked brand. Positive, neutral, negative and mixed sentiment are kept as separate labels.

Naming and tone are different#

An answer that does not name the brand is outside the sentiment denominator. Absence should not be counted as neutral sentiment.

Read the description#

Perception includes the wording used about brands, the sentiment split, endorsements and naming coherence. Open the answer to understand a label in its context.

Sentiment and recommendation rate answer different questions. An AI tool can describe a brand favourably without recommending it for the buyer’s particular need.