Relative Insight (www.relativeinsight.com),
the language analysis service that turns language into data, launches
today. The company helps brands and agencies analyse all language
associated with an organisation and determines how it resonates with key
The technology is based on 10 years of research at Lancaster University.
It was initially developed for law enforcement to identify masquerading
by criminals by analysing at scale the language used in conversations.
The company now works with major brands including Microsoft, Havas,
Ogilvy and Manning Gottlieb OMD to provide insight into the language
found in advertising copy, website copy, social media, forums and any
other channels where language is used in relation to a brand.
Relative Insight plans to disrupt the subjectivity around traditional
marketing approaches by providing sophisticated evidence-based analysis
of the language used by competitors and consumers alike.
"There are now so many channels via which a brand can talk about itself,
and via which its consumers and users can respond. To truly understand
what you are saying about yourself and what's being said about you,
simple analysis of social media channels simply isn't enough," said Ben
Hookway, CEO of Relative Insight. "For example, a word like 'break'
alne has 76 different meanings in English-sentiment analysis tools
really struggle to know which meaning is intended. The launch of
Relative Insight will enable organisations to have a level of insight
into the language used by themselves, their customers and their
competitors on a scale that has never been available before."
Unlike social media monitoring tools, Relative Insight is a managed
service. The hand-delivered data shows brands how their target audiences
are responding to their marketing campaigns and makes recommendations
for language improvements, allowing them to adjust their language across
all channels with a goal to build stronger emotional connections between
the brand and its consumers and ultimately positively impacting sales.
"Relative Insight allows us to compare our use of language with how our
target audience speaks and how our competitors position themselves. We
can reflect that knowledge in our ongoing communication in digital and
beyond," said Thomas Messett, European head of digital marketing at
"Taking the subtleties of language expression and turning it into data
has been a major development for Havas," said Matt Fanshawe, Global
Brand Director of HavasEHS. "Investigating language data on a grand
scale to show how a brand is perceived in relation to its competitors,
and monitoring the changes over time, has enabled us to bring real
insight to our clients. Using this to understand the differences between
customer groups, the semantic topics they discuss, their expressions and
views has opened up a source of consumer insight that we believe is
unique and drives our creativity."
"Relative Insight helps us to engage in critical analysis of our
clients' otherwise unwieldy volume of online conversations," said Leo
Ryan, group head of social at Ogilvy. "As an agency that is focussed on
helping our clients to sell it is crucial that we have a real
understanding of the nature and perception of their customers online
conversations about their brands, products and services. Relative
Insight enables us to do that at scale and with real rigour."
About Relative Insight:
Relative Insight objectively and comparatively analyses the language
associated with brands, their competitors and consumers, delivering
insights into how language is resonating with and perceived by
audiences. Relative Insight is technology delivered as a managed
service, run by a team of experts who have built the technology from 10
years of research at Lancaster University, initially developed to
identify criminals in the fields of child protection and
counter-terrorism. Relative Insight raised an investment round in 2014
with EV Group. For more information visit www.relativeinsight.com,
follow @relativeinsight, or monitor the #languageisdata hashtag.
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