Is it possible to Text mine the tweets to understand peoples’ feelings towards a brand?
Yes, it is possible to understand what type of feelings people are expressing regarding any brand from the tweets of Twitter. I am going to demonstrate the example of Ben & Jerry’s below.
We have collected 6000 tweets from Twitter that use the keyword Ben & Jerry’s. the following picture is the word cloud result ( larger font size represents words more frequently used in this word cloud), which shows us what people are talking about Ben & Jerry’s.
We are going to demonstrate in the following picture what type of feelings consumers are expressing on Twitter related to Ben & Jerry’s.
From the above results of text mining, we can understand that people are expressing more joy and surprise feelings related to Ben & Jerry’s brand and it represents a good reputation for the brand.