This tutorial is all about getting your hands dirty 👨🎨: We’ll take you through every step required to evaluate your open texts with the help of AI. If you follow the 3 required steps described in the guide below in all detail, it will take you approximately 45 minutes to get to achieve these results.
What is the expected result?
The basic principle when having to evaluate free-text is called coding: Coding is the process of assigning one or more codes (tags or topics) to every text element.
Example: Two codes are assigned to this piece of user-feedback.
When you have assigned codes to a majority or even all of your text elements, you can create statistics, charts and dashboards, describing your results:
Now these steps can of course be done manually in Excel or some other coding software. It even should be done there if you have, say, only 50 text elements. But if you have 200, this becomes unpractical – if you have 5000 borderline impossible.
That’s why the following guide helps you eliminate most of the tedious work associated with the analysis of open-ends. And enables you to spend more time & thought on the task which actually requires your problem-apprehension and insights: Making sense of the results.
Step 0: Data gathering (not covered)
The first step is obviously getting your hands on the data. How this is accomplished depends on what you are working on: Ask your clients for feedback, send out an NPS survey or scrape the web for social media data posts or product reviews.
In this tutorial, we will use 5000 feedbacks about the Netflix 🍿 app from the Google Playstore. For legal reasons we cannot share this dataset directly with you, but if you’d like to get your hands on it nevertheless, get in touch with our team and we’ll guide you in the right direction.
Step 1: Data upload
As you might have guessed, we’re going to use Caplena to evaluate the data. We might be slightly biased here, but we’re pretty sure this is the hottest text-analysis tool currently out there 😉. If you don’t already have an account, you can register for a free trial here.
|Required Time||2 minutes|
|Time saving compared to manual approach||None|
|Required brainpower||🧠 out of 5|
Step 2: Topic detection
The result of this step is a codebook, i.e. a list of codes (tags) that should be attached to the texts. Codes are topics, themes or concepts that are higher level than keywords. Keywords, as other tools deliver them, might be Service or price. Codes on Caplena look like this:
Codes are high-level concepts and can include sentiment, either explicitly (example #1) or implicitly (example #3).
See how “Service” can mean two different things in different codes – making them much more powerful than keywords.
The process on Caplena is a prime-example for augmented intelligence: Our algorithm detects topics, but your industry knowledge and abstraction capabilities are required to improve organization & clustering.
|Required Time||5-15 minutes|
|Time saving compared to manual approach||75 – 95%|
|Required brainpower||🧠🧠🧠 out of 5|
Step 3: Fine-Tuning (optional)
After the previous step you have a codebook and the AI has assigned a code to every review where it thought it made sense. And it only took a couple of minutes.
If we want to, we can now fine-tune the AI. The purpose of fine-tuning can be:
- Adapting the codebook further as you discover further relevant topics,
- Reducing the number of texts without code
- Make sure the AI codes the responses in the way you want it to
(especially relevant for very complex codes)
|Required Time||15-75 minutes|
|Time saving compared to manual approach||30 – 95%|
depending on data size
|Required brainpower||🧠🧠 out of 5|
Step 4: Visualizations & insight creation
Now that we have categorized all our unstructured text into structured categories, we can start actually making sense of the feedback. For this purpose, Caplena features a visualization module, which enables you to easily create charts and dashboards, which you can either download or share with your team / clients directly through a shareable link.
Although the mechanics of creating bar, pie, line, treemap or graph charts on Caplena are very simple, making real sense of your data is not. Distilling the relevant essences from the data and telling a compelling story with a few words and a handful of charts is the most crucial part of any analysis. It is also where you should invest most of your brainpower.
|Required Time||5-90 minutes|
|Time saving compared to Excel approach||50 – 90%|
|Required brainpower||🧠🧠🧠🧠 out of 5|
The process from the moment you have your open-ended text in an Excel, to showcasing your results in an interactive dashboard can be completed within as little as 25 minutes. It is all about making use of today’s technologies in the most efficient way, while spending your time on the things that no machine can automate – like making sense of the results.
If you’d like to give Caplena a try, sign up for a free trial on caplena.com.