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7 Sentiment Analysis Tools To Understand What Customers Are Feeling About Your Brand

7 Sentiment Analysis Tools To Understand What Customers Are Feeling About Your Brand

Sentiment Analysis or opinion mining is important for organisations, irrespective of industry. It helps organisations extract insights from social data and understand their customer base — what they feel about the products and services and what else they expect from the company. Simply put, it tries to analyse the feelings of the customers hidden behind the words and it is able to do that by making use of a technology called Natural Language Processing (NLP).

Today, to make the work a little easier for organisations and gain an overview of the wider public opinion behind certain topics, there are several tools available. And in this article, we are going to take a look at some of the tools one can use for sentiment analysis.

(The list is in alphabetical order)


The American software company, Clarabridge offers SaaS products for sentiment analysis and text analytics to measure emotion, intent, and root cause analysis using both machine learning and AI.

Having an AI-Powered NLP Engine, the platform is able to provide a highly effective report on what customers are saying, taking you to the contextual understanding of comments, which is much more than NLP.

IBM Watson Tone Analyzer

Powered by IBM Watson, Tone Analyzer understand emotions and communication style. It uses linguistic analysis to detect joy, fear, sadness, anger, analytical, confident and tentative tones found in the text.

Being a service that is solely focused on customer service and support, it monitors customer service and support conversations in order to allow organisations to respond to customers appropriately and at scale. That is not all, it can also be integrated with chatbots and even dialogue strategies can also be adjusted to provide personalised conversation experience.

Quick Search By Talkwalker

Talkwalker is a social media analytics and social media monitoring tool and its service Quick Search is considered to be one of the most useful tools when it comes to sentiment analysis. The tool allows the organisation to analyse what exactly people feel about the company’s social media accounts.

Talking about the how the tool works, it monitors things like mentions, comments, engagements, and other data and provides a report (also, suggests viral content ideas) that helps organisations produce more effective campaigns in order to engage more with the target audience.

See Also
Sentiment Analysis using LSTM


OpenText is one of the well-known companies that provide Enterprise Information Management (EIM) products. Its sentiment analysis platform which is a part of the broader OpenText Content Analytics solution is powered by machine learning with natural language processing techniques. It is designed in such a way that it identifies and evaluates subjective patterns and expressions of sentiment within the textual content. Also, it supports languages like English, French, German, Spanish, and Portuguese.


Rapidminer is a data science platform that makes the most out of analytics with the help of artificial intelligence. Being a company whose core is AI and ML, playing with data is much more fun and that is why when it comes to sentiment analysis, this platform plays a part too. Its Text mining platform takes a lot at sources like online reviews, social media chatter, call centre transcriptions, claims forms, research journals, patent filings, etc. and it extracts insights from these unstructured data.

Sentiment Analyzer

Sentiment Analyzer is another sentiment analysis tool that has gained a lot of traction in the domain. It is a free tool that provides sentiment analysis on virtually any text written in English. Talking about how this works, it was trained with over thousands and thousands of text samples and it computes a sentiment score which ranges from -100 to +100 — negative score reflects the negative or serious tone and positive score shows that the tone is enthusiastic. Also, being a free tool, it has certain limitations; so, the results wouldn’t be great if you try it on sarcastic or pun-intended texts.

Social Mention

When it comes to analysing sentiment in social media, Social Mention is one of the most sought after. This tool monitors 100+ social platforms including blogs and news sites and aggregates user-generated content into a single stream of information, allowing you to understand what consumers are saying and feeling about your brand. Furthermore, the report that it provides shows sentiment, top keywords, top users, top hashtags, and sources.

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