Subject
Who or what the expressed judgement refers to.
Sentiment analysis
Understand what people like and what causes problems.
Distinguish praise and criticism in content about your brand. Read examples to see whether to improve communication, the product or service.
Your brand · perceived attributes
AttributesEvidenceVerification
InterpretationBy topicno universal score
Opinion and fact, kept distinct
Example question
Is my product described as easy to use?
What you read
“Easy to use” expresses a perception. “Two-level approval” describes a feature to verify in the relevant documentation.
The next step
Prepare a proposal to update the product page, then repeat the check using the same questions.
Frequency, sentiment and the accuracy of a statement require different interpretations. A perceived attribute is not a universal measure of trust.
What you get
One sentence. Several aspects.
“Great product, but slow delivery” contains two judgements. Separate quality from logistics and review ambiguous content: one score would hide the issue to address.
| Aspect | Question to ask | Why it matters |
|---|---|---|
| Subject and topic | Does the judgement concern the product, support or another subject mentioned? | Product praise and support criticism can coexist: the analysis should preserve that distinction. |
| Expressed attitude | Does the content express appreciation, criticism or a neutral description? | A negative word alone is not enough to classify a sentence, especially in quotations or comparisons. |
| Uncertainty | Does the context support a defensible classification? | Irony and ambiguity may require review. Unclassified and neutral are not synonyms. |
Aspects of the experience
One voice can say several things.
“The product works well, but support never replied” contains two judgements. A single label risks hiding precisely the information your team can act on.
Topic labels help you find messages about the product, delivery or support. Sentiment summarizes the assessment expressed in a mention; read the original text to understand what is praised or criticized about individual aspects. During review, consider who or what the judgement concerns: criticism of a courier may describe a different experience from product quality.
Aspect
Quality, ease of use, support or another dimension of the experience.
Finding your way
The expressed assessment, together with ambiguities that need checking.
Classification quality
Context before the label.
An ironic sentence, provocative quotation or translation can make classification uncertain. Sentiment helps guide interpretation when it remains connected to the supporting content.
The analysis should distinguish usable outcomes from unclassified ones and preserve the criterion applied. Reviewing relevant examples helps identify recurring errors by language or topic. Changing the method between two periods can alter the distribution: the report should flag this rather than present the difference as a definite change in opinion.
- Original content
- Linguistic context
- Assessment review
Measures for decisions
Read the tone. Then the reasons.
The share of positive content can rise while a significant difficulty persists for some customers. Placing sample size, topics and evidence alongside the distribution makes it more useful than a percentage alone.
The denominator should clarify which content enters the calculation and how ambiguous items are treated. Choosing an action also depends on what people describe: topic frequency does not automatically establish severity. Sentiment remains a measure of the analysed content, distinct from satisfaction across all customers and overall trust in your brand.
- Share and denominator
- Unclassified content
- Topics and evidence
Related paths
Choose your next step.
Check your brand’s presence, compare results or choose content improvements: continue with the feature you need.
Explore every intelligence tool
Choose the tools to see where your brand is found and where it is missing.
ReadFrom question to action
From the question to checking the outcome: context, sources, hypotheses and action plans in the TrustInsider analytical workflow.
ReadA transparent method, not a black box
TrustInsider’s criteria for interpreting reputation and trust: provenance, samples, reviews and the limits of conclusions.
ReadFind the right answer
Find guides, FAQs and methodology to clarify indicators, coverage and access, with dedicated routes for data requests.
Read