What is Sentiment Analysis?

Ruben Buijs

Founder & Digital Consultant

Written on Aug 1, 2023

3 minutes

Customer Experience

Sentiment Analysis, also known as opinion mining, is a technique used to extract and analyze emotions, opinions, and attitudes expressed in textual data. It involves the use of natural language processing, text analysis, and computational linguistics to determine the sentiment conveyed in a piece of text, such as a customer review, social media post, or survey response.


Sentiment Analysis can be applied to various types of data sources. Here are a few examples:

  1. Customer Reviews: Online retailers can analyze customer reviews to identify whether they are positive, negative, or neutral. For instance, a review saying "The product exceeded my expectations!" would be classified as positive sentiment, while "The customer service was terrible" would be categorized as negative sentiment.

  2. Social Media Monitoring: Brands can monitor social media platforms to gauge public sentiment towards their products or services. By analyzing tweets, comments, and posts, companies can gain insights into customer opinions and make informed decisions accordingly.

  3. Market Research: Sentiment Analysis can be used during market research to understand consumer preferences and sentiments towards specific products or brands. This information can help businesses tailor their strategies and offerings to better meet customer needs.


Sentiment Analysis plays a vital role in understanding customer experience and perception. Here's why it is important:

  1. Customer Insights: By analyzing sentiment, businesses can gain valuable insights into customer preferences, satisfaction levels, and pain points. This knowledge can be used to improve products, services, and overall customer experience.

  2. Brand Reputation Management: Monitoring sentiment allows companies to track their brand reputation in real-time. By identifying negative sentiment early, organizations can address customer concerns promptly and mitigate potential damage to their brand image.

  3. Competitor Analysis: Sentiment Analysis can help companies gain a competitive edge by analyzing customer sentiment towards their competitors. By understanding the strengths and weaknesses of their rivals, businesses can refine their own strategies and offerings.

How to Use Sentiment Analysis

To effectively use Sentiment Analysis, follow these steps:

  1. Data Collection: Gather relevant textual data from sources such as customer reviews, social media platforms, surveys, or support tickets.

  2. Preprocessing: Clean and prepare the text data by removing noise, such as punctuation, stop words, and special characters. This step ensures accurate sentiment analysis results.

  3. Sentiment Classification: Utilize machine learning algorithms or pre-trained sentiment analysis models to classify the sentiment of each text. These models assign a sentiment label, such as positive, negative, or neutral, to the text.

  4. Analysis and Interpretation: Analyze the sentiment results to gain insights into customer opinions, satisfaction levels, and potential areas for improvement. Visualize the data using charts or graphs for better understanding.

Useful Tips for Sentiment Analysis

Consider the following tips to enhance the accuracy and effectiveness of Sentiment Analysis:

  1. Contextual Understanding: Sentiment analysis should take into account the context in which the text is written. For example, the phrase "not bad" may indicate positive sentiment in some cases, while in others, it may reflect a more negative sentiment.

  2. Domain-specific Dictionaries: Develop or utilize domain-specific sentiment dictionaries to improve the accuracy of sentiment classification. These dictionaries contain words and phrases associated with positive, negative, or neutral sentiment within a particular industry or domain.

  3. Emojis and Sarcasm: Emojis and sarcasm can significantly impact sentiment analysis results. Algorithms should be trained to interpret emojis and identify sarcastic statements accurately.

  4. Human Validation: Perform manual validation of sentiment analysis results to ensure accuracy. Human reviewers can validate ambiguous cases and provide feedback to improve future sentiment analysis models.

  • Text Analysis
  • Natural Language Processing (NLP)
  • Computational Linguistics
  • Opinion Mining
  • Customer Satisfaction
  • Brand Reputation
  • Social Media Monitoring
  • Market Research
  • Sentiment Classification
  • Machine Learning


Sentiment analysis is the process of determining the emotional tone or attitude expressed in a piece of text, such as a customer review or social media post.
Sentiment analysis uses natural language processing and machine learning techniques to analyze and classify text as positive, negative, or neutral based on the sentiment expressed.
Sentiment analysis can help businesses gain insights into customer opinions, identify trends, and make data-driven decisions to improve products, services, and customer experiences.
Sentiment analysis is commonly used in social media monitoring, customer feedback analysis, brand reputation management, market research, and customer support.
While sentiment analysis algorithms have improved significantly, accuracy can vary depending on factors such as the quality of training data and the complexity of the text being analyzed.
Detecting sarcasm or irony in text can be challenging for sentiment analysis because it often relies on contextual cues and subtle linguistic patterns. Accuracy in such cases may be lower.
Sentiment scores are numerical values assigned to text to indicate the degree of positivity, negativity, or neutrality. These scores can help quantify and compare sentiment across different texts.
Sentiment analysis can be used to analyze customer feedback and reviews to identify areas of improvement, track customer satisfaction over time, and personalize customer interactions based on sentiment.
There are both free and paid sentiment analysis tools available, ranging from simple sentiment classifiers to comprehensive customer experience analytics platforms. The cost depends on the complexity and features provided.
While sentiment analysis is commonly applied to text data, it can also be extended to other forms of data, such as audio or video, by converting them into transcribed or annotated text.

Article by

Ruben Buijs

Ruben, the founder of Boei, leverages over a decade of consultancy experience at Ernst & Young to optimize lead generation. Boei specializes in converting website visitors into qualified leads. Outside of work, Ruben is passionate about crossfit and enjoys gaming occasionally.

Table of contents

  1. Examples
  2. Importance
  3. How to Use Sentiment Analysis
  4. Useful Tips for Sentiment Analysis
  5. Related Terms

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