Relative Insight: Language analysis to help brands understand their customers – and rivals

The power of modern language analysis techniques in better understanding the world around us is as yet largely untapped. One company looking to change that is UK-based Relative Insight. Working with brands and marketing agencies, Relative Insight “turns language into data,” as CMO Rich Wilson puts it. It’s an approach that has attracted early customers that include Microsoft and Ogilvy. Using its service, a brand can compare how the language in its own marketing materials compares to that of competitors, or that of potential customers. So, Wilson says, banks use it to compare how their language use differs from consumer-friendly...



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