From sentiment to attitudes: Exploring the real “why” behind consumer perceptions

Sentiment has been considered the guiding metric for consumer perception for a while. But, we all know it has limitations. It can miss important nuances and overlook key drivers, such as sarcasm, frustration or outrage. All of these are layered emotions which require context to fully understand. Sentiment analysis often misses this, instead reducing customer perception down to a simple “good” or “bad”.

Instead, maybe we should be focusing on analysing attitudes. Attitudes are multi-dimensional expressions that show us what the speaker feels about a product, idea or brand, and how they position themselves. Most importantly, they tell us why someone feels the way they do.

Join Converseon as they explore this evolution towards attitudinal analysis and how it can provide a much deeper understanding of consumer opinion. We’ll look at:

✅ Why attitudes correlate more closely with intent, decision-making, and loyalty/churn risk than raw emotion or sentiment

✅ How attitudinal analysis differs from sentiment analysis and why this difference is important

✅ How many attitudes are identifiable and what that means for analysis

✅ What use cases attitudinal analysis can support, from brand perception, to crisis management to improved targeting and segmentation

✅ Real world examples of how brands are using attitudinal approaches to data analysis

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Register now!

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