Marketers use open-ended survey questions to gain more clarity about issues than multiple-choice or yes-no responses. In the past, tallying results from extensive surveys with open-ended questions took manual effort. IBM SPSS Text Analytics for Surveys tallies and categorizes answers to open-ended questions and other kinds of survey responses rapidly and automatically.
At the same time, this platform gives survey organizers the chance to intervene and retain complete control over reports and analysis. Advanced linguistics technology slices through ambiguous language and uncovers patterns in the attitudes and opinions of survey takers.
IBM calls its suite of AI and machine learning tools Watson. First developed to play Jeopardy!, Watson gained worldwide attention in 2011 for beating two of the game’s human champions. Two years later, IBM released its first commercial application.
Watson Natural Language Understanding applies the system’s even more advanced AI and machine learning to pull metadata and meaning from unstructured data. This multi-language application can also glean sentiment, categories, keywords, relationships, and more.
Some businesses that use Watson for text mining include Persistent Systems, American National, SVB Financial Group, Paxcel, and GWI.
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