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SurveyMonkeying around with sentiment analysis in Watson Analytics

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SurveyMonkeying around with sentiment analysis in Watson Analytics

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We can learn so much from the people who attend our events, buy our products, visit our websites, or use our services. That’s why SurveyMonkey data is a such a goldmine. Preferences, beliefs, feelings and experiences: they’re all there for the taking—and analyzing. Sentiment analysis on your survey data enables you to understand marketplace perception. Predictive analytics, meanwhile, helps you identify marketplace trends and patterns.

But did you know you can get both predictive and sentiment analysis of your SurveyMonkey data all in one place?

That sentiment analysis feeling

As mentioned in a previous blog article, Watson Analytics has a built-in connector to SurveyMonkey, along with some of the other most widely used data sources like Paypal, Box, HubSpot, Eventbrite and more.

Pulling in data from SurveyMonkey is easy. You click SurveyMonkey from the Data tab, log in, choose the data you want to use, and give it a name. After that, you click Import. Watson Analytics adds a data set to your workspace. Now, you’re ready to choose starting points that automatically provide you with data visualizations that show correlations and patterns in responses you might not have known existed. But if you take one other step before you click Import, you can do even more.

SurveyMonkey often generates open-ended and unstructured data in the form of answers to questions input as comments or text. So, you can also apply sentiment analysis to that text and add it as part of your data set. When you connect to SurveyMonkey data and you’re choosing what to import, you simply tell Watson Analytics to run sentiment analysis on the text data:

sentiment analysis survey

A sentiment(al) journey

How does this work? Let’s say your company just launched a new handheld device and then ran a survey to find out what people thought after the launch. And, your survey wasn’t all multiple choice. You need insights from the unstructured data. No problem. The sentiment analysis in Watson Analytics can pick up emotion and sentiment, along with extracting entities, keywords, concepts and much more from the survey responses:

sentiment analysis open ended

With a few clicks, you can find out, for example, the reaction to your new product based on age:

sentiment analysis age

Or, the breakdown of sentiment based on job function:

sentiment analysis

The sentiment analysis is based on scores. So, if you’re interested in what might be causing a particular score, you can ask. Watson Analytics responds with an answer that shows you the top influencers for that score.

sentiment analysis drivers

After exploring visualizations and insights that show results from your whole data set, you notice something. Although the product has been well-received globally, there is strong negative sentiment in parts of Asia. And thanks to sentiment analysis, you discover that customers in that part of the world are having problems understanding pricing.

With a little dragging and dropping, you can create a dashboard to share these insights. Now, you’re ready to decide on a course of action to resolve the issue.

More positive sentiment

So, with Watson Analytics you get business intelligence, predictive analytics and sentiment analysis for your SurveyMonkey data all in one solution. The good news is that you can use sentiment analysis on any of the data sources that contain open-ended text data, such as EventBright.

And if you want to analyze social sentiment from hundreds of sources, you can turn to Watson Analytics for Social Media and even compare the results. This blog explains. To try Watson Analytics and Watson Analytics for Social Media for free, visit

It’s all good with SurveyMonkey, data connections, Watson Analytics and Watson Analytics for Social Media. What will you uncover?


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Skip Van Winkle Jul 01, 2017

It’s amazing that we didn’t do this sooner! It is so easy to ask people what they liked or didn’t like and gain real insight to their SurveyMonkey results.

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Vishal Goyal Apr 17, 2017

This is fantastic feature. I dont think any other tool today helps do this so easily.

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