Posts in Text Analytics
Top 5 Text Analytics Tips of The Year

Happy 2019 & Top Posts of the Year

Thank you all for your readership in 2018. We’re starting out the New Year with some changes to our website, so please bear with us as we migrate our older blog posts over and get things updated.

Our first post of 2019 will be our annual post on the changes in popular slang, a favorite among trend watchers and those following Millennials and Gen Y.

In the meantime in case you missed it, here are the top 5 posts of this past year ranked by popularity.

#1 A New Trend in Qualitative Research

Almost Half of Market Researchers are doing Market Research Wrong! - Interview with the QRCA (And a Quiet New Trend - Science Based Qualitative).


#2 Trend Watching +OdinText

How Your Customers Speak - OdinText Indexes Top Slang and Buzz Words for 2018 


#3 What You Need to Know Before Buying AI/Machine Learning

7 Things to Know About AI/Machine Learning (Boiled Down to two Cliff Notes that are even more important).


#4 Advertising Effectiveness +OdinText

Ad Testing +OdinText, a Review of the 2018 Super Bowl Ads

#5 The State of Marketing Research Innovation

What You Missed at IIEX 2018 – 3 Takeaways


Closely tied for 5th place were Market Research CEO’s Summarized and Text Analyzed (via the Insights Association CEO Summit), and Trump’s Brand Positioning One Tear In (Political Polling + OdinText)

Wishing you an exciting and prosperous 2019!

Your friends @OdinText

Listening to Employees Where it Really Matters

World-Renowned Hospitals Use OdinText to Listen to Valuable Employee Feedback and Prioritize Resources


This year again, OdinText was honored to be voted among the Most Innovative Marketing Research Suppliers in the World (2018 Greenbook Research Industry Trends GRIT Report).

As is custom, each of the Top Marketing Research Suppliers are invited to submit a case study for inclusion in the annual e-book showcasing the best of the best in consumer insights.

Last year our case study highlighted how OdinText can use customer comment data to better understand drivers of customer satisfaction and NPS (Net Promoter Score), as well as  predict  return behavior and revenue! This year we chose a case which highlights how OdinText can be used for Workforce Analytics to leverage employee feedback for continuous improvement, increased employee engagement and satisfaction.

As the Director of Human Resources, Greene Memorial Hospital and Soin Medical Center comments on the experience with OdinText in the Health Care & Human Resources:


“The magnitude and detail of OdinText is amazing! [OdinText] pinpoints exactly areas that we can really work on. Other vendors just give us material and we have to hunt and peck. For not knowing anything about our industry, this software is amazing! You know atmosphere, what’s changing and what’s not… This blows me away.”

You can view an abbreviated case study in the e-book or on the Greenbook site tomorrow. However we are also happy to share a slightly more detailed case with you. To find out how world class hospitals improve through stakeholder feedback follow the link below:

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Turning staff feedback into action: OdinText artificial intelligence platformreveals what drives employeesatisfaction at Kettering HealthNetwork’s Greene Memorial Hospitaland Soin Medical Center!

Again Thank You to Greenbook and everyone who selected us as most innovative, and congratulations to all the other great companies this year!

If you are curious how YOUR Data +OdinText will provide more powerful Insights Guaranteed you can request more information here.

Tom H. C. Anderson Chief Research Officer @OdinText

2018 Next Gen Market Research Award Winners

2018 Next Gen Market Research (NGMR) Disruptive Innovation Award Winners Announced

Celebrating creativity and hard work in our industry is a joyful duty. Over the years the NGMR nominations have maintained, if not increased in quality. This year once again the judging committee had several difficult choices to make, including one of our past winners who yet again this year proved very deserving of another award. We also received an exciting mix of Client and Supplier nominations, and thus may in the future consider these separate categories.

For those of you attending the TMRE, in Scottsdale AZ this year, after the award ceremony at 8:30 AM this morning there will be the Winners Panel where we open the discussion around innovation to the winners and the audience at 11:00. I urge you to attend a lively and exciting conversation.

Without further ado, here are this years’ deserving winners

Outstanding Disruptive Start-Up

Opinion Economy (CEO Ted Waz accepting)

Data fraud in marketing research sample has been estimated to be a $1 Billon a year problem. Sadly, researchers have come to expect that on average at least 15-30% of their data is fraudulent. This fraud drives up costs and worse, undermines the credibility of market research in general.

Opinion Economy has tackled this ongoing problem in a new way. The partners of the research firm 20|20 Research created a blockchain technology solution tied to a SaaS technology platform.  Their solution is a new system creating a market economy whereby incentives are aligned to reward quality, not volume.

The Opinion Economy platform will not only drive costs lower but ensures that both respondents, as well as buyers, are incentivized to provide quality rather than quantity.  Respondents with higher reputation scores can set a higher price for participation; sample buyers with higher reputation scores can more easily obtain a sample.  Each is incentivized to be a fair and truthful actor in survey and payment transactions.

The net effect promises to be a real, dynamic marketplace for research sample where quality is rewarded for both the respondent and the researcher.


Industry Change Agent of the Year

ThinkNow Co-Founder & Principal, Mario X. Carrasco

Be it penning perspective on what advertisers can learn from Drake or unveiling disruptive technologies that transform cultural conversations, Mario X. Carrasco, Co-Founder and Principal of ThinkNow, an award-winning technology-driven cultural insights agency, has helped elevate market research from mere data points to conduits of soul-baring insights on the most sought after yet misunderstood audiences—multicultural consumers.

Carrasco, a proud Mexican-American, approaches multicultural marketing from a place of authentic concern for how these audiences are portrayed in mainstream media. Under his co-leadership, ThinkNow is one of the few independent firms researching and sharing expert commentary on multicultural populations in the U.S., purposefully pursuing hot topics like virtual reality, cryptocurrency, and other conversations that often exclude the multicultural perspective.

Mario has worked to make sure multicultural is a lifestyle at ThinkNow, not a division, and to make sure these opinions are heard, and help address some of the disparities in multicultural marketing.

As NGMR Award Judge Kristin Luck put it, “Mario embodies the attributes of what we believe makes a truly next-gen market researcher. He’s been a leader in developing innovative marketing and research solutions that drive deep multi-cultural understanding and integrate mobile intelligence, first-party data, and panel profile insights to create a more holistic view of today’s complex consumer.”


Most Innovative Research Method

Align – Susan Ferrari

(Quant+Text Data Analysis of B2B ‘Data Lake’ to Predict KPI’s)

The Most Innovative Research Method category is always among the most competitive, and this year was no exception. This years winner is Susan Ferrari of Align, as exemplified by her work with a large financial institution.

Sue’s case and methodology is one that she has been working toward and perfecting over time. It involves both structured and unstructured (text) data analysis as well as predictive analytics. It is useful to both practitioners of big data and small, and for researchers working with either B2C or B2B data.

The truly innovative approach that few people have thought about, and fewer are trying involves a certain amount of risk, as does anything genuinely new and innovative. Spending resources on a project where outcomes are unknown can be scary. She was counseled not to do it by one of her vendors (full transparency, Sue and her team used the OdinText platform for much of the analysis).

However, Sue pushed on, showing true grit in first building what has recently been referred to as a ‘Data Lake,’ and then spending a lot of time and effort prepping and standardizing these disparate data sources. The work was, in fact, a characteristic of a Big Data type project, made up of much smaller individual data sets. Smaller than what we see in some B2C data lakes, but not in the total economic opportunity represented (As this was B2B data, each record/customer represented millions of dollars).

Sue effectively married disparate survey sources, with real behavior KPI’s (revenue, return behavior etc.), with unstructured comment data (text), and in large part because of the value in free form customer text comments, was able to predict and understand several business units critical KPI’s.

Senior management was extremely impressed with the insights and strategic prioritization the analysis provided.

As NGMR Awards Judge Michael Gadd pointed out “The methodology is very interesting – I have long thought that there are opportunities to marry different types or survey data for analysis and predict outcomes but increasingly we are having issues with the quality of survey data.  Interestingly however, we find generally speaking with proper professional probing from qualitative data we get deeper, more accurate and reliable insight. This is a truly remarkable application of both!”

Please join me in congratulating this years’ winners!

Big thank you also to the Judging Committee:

Mike Gadd, CEO Gadd Research

Kristin Luck, Luck Collective

Tom De Ruyke, Insites Consulting

Steve August, Poinyent/August & Wonder

Scott Upham, Valient Market Research


And finally also a big thank you to all the NGMR Group members who nominated the many talented researchers and companies, and The Market Research Event (TMRE) for their assistance in getting the word out about this year’s call for nominations, and to VoxPopMe which together with OdinText supported this year's awards.


Analitica de Texto En Español

Analitica de Texto En Español – Spanish Text Analysis

Analitica de Texto En Español, I didn’t write that, it is machine translation of "Text Analytics in Spanish"

Mathematics has often been called the Universal Language, but in an age of instant machine translation, any text, or text data, is as understandable as math.

That’s one of the reasons I was very happy to take part in a special series of interviews in celebration of the Spanish Association of Market Research’s 50th Anniversary.

Several of our clients are analyzing non English text with OdinText, but in some ways a single mono lingual analyst being able to instantly analyze the comments of millions of customers speaking multiple foreign languages is even more exciting. And this isn’t science fiction, many of our global clients have been doing this for some time now.

The current issue of AEDMO’s Magazine (Asociación Española de Estudios de Mercado, Marketing y Opinión) celebrates technology in the world of research, and several prominent researchers have been invited to write on their core issues of expertise. I was honored to give an interview on text analytics.

If you don’t get their magazine you can read our Q&A on their blog here in Spanish or English.

Their Editor Xavier Moraño asked some very interesting and pertinent questions.

I’d love to hear your thoughts and questions.

Tom H. C. Anderson Chief Research Officer @OdinText

OdinText Names Andy Greenawalt CEO
Andy Greenawalt to lead OdinText accelerated growth phase

We are happy to announce serial Inc. 500 entrepreneur Andy Greenawalt as CEO effective June 1. OdinText founder and current CEO Tom H.C. Anderson will transition to the roles of Chief Research Officer and Chairman.

Andy Greenawalt

An accomplished tech entrepreneur and leader, Greenawalt has successfully built two Inc. 500 SaaS (software as a service) businesses. Most recently, he was CEO of Continuity, a pioneer in the Regulatory Technology industry, and he remains chairman of its board. Prior to Continuity, Greenawalt founded Perimeter eSecurity, now part of BAE Systems, serving as CEO and CTO and on its board. He is a graduate of the University of Massachusetts, Amherst with a degree in Philosophy and Cognitive Linguistics.

“With more Fortune 500 companies choosing OdinText, Andy Greenawalt’s credentials in innovation, his successful record of building SaaS businesses, and his singular focus on creating customer value make him a perfect fit to lead OdinText through its next phase of growth,” said Anderson.

“OdinText is a truly rare startup with Fortune 500 enterprise customers —  the most sophisticated buyers in the world,” said Greenawalt. “This is a testament to the vision and team that Tom Anderson has assembled and it’s a great position to be starting from as a pioneer in the text analytics market. The company is very well positioned to bring a new platform to bear and serve as a cornerstone to the smart enterprise of the future.”

Alison Malloy, the lead investor in OdinText from Connecticut Innovations, stated, “Connecticut Innovations has worked with Andy Greenawalt for 20 years. We have absolute confidence that he’s the right person to realize the market potential of OdinText — which has pioneered the next generation of text analytics — allowing Tom Anderson to focus on the research needed to continue to develop and lead the market with industry-leading products.”

“OdinText has developed patented IP, raised pre-seed funding and created an MVP product,” Greenawalt said. “OdinText is a transformative solution that is now poised to redefine how businesses improve satisfaction, retention and revenue. We expect to grow dramatically.”

GRIT Survey 2018

Celebrating Innovative Companies in Marketing Research

It's that time of year again when Greenbook fields their biannual GRIT market research industry survey.

Thankfully it looks like the Greenbook team has made the survey a bit shorter than last year. I do encourage fellow researchers to take the survey, as it does give everyone some direction in terms of where things seem to be heading.

You can take the survey here.

Thanks in advance for your participation.


PS. This is the GRIT survey which looks for the most innovative insights companies, both supplier side and client side. We encourage you to give some thought to this section as well. Its nice to recognize up and coming companies, as well as your go-to favorites.

I also want to take this time thank everyone who voted for OdinText in the most innovative supplier category last year. We were very encouraged by the support and have been working harder than ever to release a brand new version of the software next month!

Trend Watching +OdinText

How Your Customers Speak - OdinText Indexes Top Slang and Buzz Words for 2018 Understanding how your key customer demographic communicates about your category, and your product is key in learning how to communicate with them most effectively.

One of the posts I’ve come to enjoy most, yet also the most difficult to write, is our annual list of Slang words. OdinText has been indexing unusual/new/slang termsnow for three years, and so we have a good understanding of not just which slang and buzz words are most popular, but also how terms are moving up or down in popularity.

The interesting thing about all trends including buzz words and especially slang is change. Just because you think you know what one word means today, doesn’t mean that same word won’t have a completely different meaning tomorrow. For this reason, even trusted sources such as Urban Dictionary can fail you, because they list the most popular definition first, not the most recent ones. To understand slang you really have to understand movement. If a slang word has been in decline for a while, and picks up in usage, it may well be that there’s a new meaning for it.

Understanding what a new slang word means is often more difficult than it sounds. Context in any comment is often not enough, and various comments may use same term very differently. Neither is relying on any one source such as Urban Dictionary sufficient, far from it we’ve found. An approach of triangulating on the most current definition by considering multiple sources including online videos/song lyrics, internet meme’s, social media comments and, considering date of each are often the best way to arrive at a more current definition. Often it’s the success of a certain artist and how they use the word which propels it. If you default to looking something up in Urban Dictionary, know that the #1 ranked most popular definition may well be quite dated and incorrect.

ABOUT THE INDEX: We define our slang/buzz word index as terms or phrases that have entered public awarenesss, usually not at the general population level, but often, though not always in important youth or online subgroups. These terms occur in social and mainstream media, are often used by artists, youth and sometimes in digital speak. This year we have started allowing a few more general and political terms into the index. You can think of the terms in the index as terms that are some of the most dynamic in either proportion of use/awareness, and also sometimes in the way they are defined, as many of these have multiple meanings and are in a state of ongoing flux. The majority of the words in our index can be classified as slang.

#10 Dog & Yeet

Dog. As with most slang has multiple meanings, some of the more well known are “A man who can’t commit to one woman”, “a close buddy”, and to “fornicate” among others.  A newer meaning, and the reason we believe helped dog just make our top 10 this year is that dog is becoming more general in use, and may soon be more gender neutral, as female rapper Toni Romiti says “If he a dog, I’m a Dog too!”

Yeet, Tied for 10th this year is a term we indexed and started tracking back in 2016 also in 10th place then. It’s popularity was due to a new dance move and and internet video meme. You can check out our definition from last year here. But as with other slang it tends to transform and take on multiple meanings, including being used simply as an expletive connotating excitement.

#9 Bruh

Bruh reached #10 back in 2015/2016 and has been holding steady and even gaining slightly. There are now even some female or gender neutral off shoot variants like Bra, in part promoted by advertising related to breast cancer (someone who supports you when you have breast cancer). The meaning of Bruh has been changing for sometime from a term of endearment (brother), to Bruh?! Meaning  “Oh no… why did you do that?!”

#8 Bet

Bet moved from #18 to #8 this year. That usually has to do with new usage and/or inclusion into some popular lyrics or meme. Moving from a simple term indicating agreement, e.g. “want to go to the movies?” “Sure, Bet!”, bet has been changing to just mean “yes”, and then ironically the total opposite of agreement, meaning doubt and sarcasm or simply the opposite of what someone wants or No. “Yo can you help me clean my room” “Bet (leaves walks out of door)”. It has even come to be used as a sort of replacement to Yolo., but the newest and most popular meaning currently is as the opposite of the older meanings, a negative sign of disbelief. Basically a sarcastic "No".

#7 Woke

Woke moved into 20th place about a year ago and has also increased in popularity tremendously this year. Woke means being intellectually aware, on point and in the know, but can have broader meaning as well. “After taking that class in feminism, he’s really woke to gender issues”

#6 Snowflake

In the past we’ve purposely kept political words out of these lists. Political terminology is more mainstream, and behaves differently from youth slang. That said, these terms too enter the general vernacular seemingly from nowhere and become very popular, perhaps now more than ever. So this year we’ve decided to include a few of them. So in 6th place (and 2nd) we have political words this year.

Snowflake is generally used to describe liberals who are overly sensitive and too easily offended by some general term or belief that doesn’t take into account that everyone is as individual as a snowflake.  Though it is sometimes used to describe anyone who is overly sensitive.

Unlike most of our slang terms that tend to skew more urban and lower income, this one actually skews slightly higher income and older, and is in fact often used to describe millennials or Gen Z.

#5 Fleek

Fleek did a good job in maintaining its position this year, but is still down from a high (our #2 word) at the end of 2015. Fleek skews female quite a bit and generally means ‘on point’ “on fleek” and is often used when describing eyebrows.

#4 Fetch

Fetch climbed  from 6th place back at end of 2015 and has maintained at 4th place this year. After “Bae”, it’s the second most female scewed slang term we track. This term was popularized by the movie Mean Girls and means cool/chic.

#3 Dope

Dope moved up 3 from last year. Used a number of ways (see last years definition), including as a synonym for Lit, basically high in quality or mind blowing

#2 Fake News

Here’s our other political word in this years list. Again, not like slang in a number of ways including fact that it skews older and higher income. Still it hit 10th place on our new term index list last year even though we decided not to report political terms. As the name suggests, this term denotes political propaganda and unfactual unscientific information which is becoming ever more prevalent online.

#1 Lit

Holding at #1 this year, Lit is literally still “cool” for now. It was 4th place back at beginning of 2016, it may be that its position gets challenged by Dope or something else later this year.


Top 5 Gainers

Each year these trendier terms compete with each other, some enter our list temporarily and then go off to die, sometimes to be resurrected years later, others get so mainstream that they enter our common lexicon and earn a place in the dictionary.

Here are the 5 terms which moved up the most over the past 12 months.

Fake News

Mainstream media grabbed a hold of this word this past year and our indexing classified it as the biggest single mover in our index. I’m guessing you’re already well aware of this political term. If not check out the Wikipedia definition here


Our second biggest upward mover this year was Snowflake. It will be interesting to see how this one does over the longer term.


So you might say Bitcoin is a brand or product name, but this term which is neither slang not political still made our list because of its fast movement from obscurity to global mainstream. I wouldn’t be totally surprised if the term is split, morphed and transformed into some alternate meanings in the future.


Finally, our fourth biggest mover of the year are one of our slang terms. It’s interesting as far as slang terms in its positive connotation of reaching a more enlightened level of cognition.


Fifth biggest mover this year was Bruh which continued to expand and change in meaning (see above) after being somewhat down last year.

Top 6 Losers

Just as there are winners, there are also losers. Here are the 5 that dropped the most this year.


Looks like ‘Fetch’ may have peaked. It was always a bit of an outlier in terms of slang in that it was so closely tied to a single movie ‘Mean Girls’ and while obviously feamale oriented, but also unlike most slang less ethnic and higher income.


Swag seemed to come and go last year. It just never gained the foothold needed for stickiness.


This somewhat odd female slang term with a definite online meme-ish component had its peak two years ago and has decreased in popularity by half each year since.


The meme-able dance move known as ‘dabbing’ seems to have spawned and given way to a term of similar origin “Yeet”, which has taken on more meaning than dab. While the future looks dim for this  term, its use together with marijuana could give it more life in the future.


Another big loser over the past couple of years is “One” meaning goodbye. It may be time to bid “One!” to ‘One’.


A somewhat surprising sudden drop to Bae this year is accompanied by lots of annoyance by those using the term which refers to "boyfriend" or "girlfriend"

Bonus Terms to look out for

Here are some fun new terms that crept onto our radar/index this year, though they didn’t enter our top list but we’ll be continuing to track their movement if they increase in usage over the course of the year. They could suddenly become even more popular, as they are on an upward movement though not quit as extreme as our top 5 above.


Squad may end up being replaced by ‘gang’. Since calling someone a “friend” simply is never cool enough, this term has come to replace the now somewhat corny ‘squad’. Believe it or not, 1 friend is a "gang".

“gang gang”, saying gang twice has also become popular, as plural and often used as a hashtag on social media, especially twitter #ganggang


This term which can be traced to Philly originally meant joint, then morphed to mean literally anything, usually any noun, person place or thing (but quite often a sexy woman )


Cringey or cringy is a fun term meaning something that makes you want to cringe. It has often been used in regard to internet videos, especially with amature home made videos on youtube by very young performers sometimes younger siblings.


We noted “bra” as a feminine derivative of sorts for bro, meaning “someone who’se always there for support'


Awesome, cool, or good. Here’s an example of Guzzi paired with Gang mentioned above.

gucci gang (Lil Pump)


Savage, means "Brutal yet awesome", a useful combination ;)

"Dad" & "Mom"

Not what you think. Rather new, this term is given to the highest ranking person in a given environment. For instance, if 4 guys are playing an online video game, the "Dad" is the person with the highest level game character.

These are our top movers for the year. There are many other pop terms of course. These are US focused and more general in nature. If you put additional lenses, such as geography, age, gender, category and source of data in play, other quite different terms may top the list.

Of course, unless your industry is dead, monitoring the way your stakeholders talk about a topic may be very dynamic without involving too much slang or buzz words. Often which competitors are mentioned, what items are seen as benefits or barriers, and which emotions surround these topics can be just as interesting or even more so.  Longitudinal voice of customer data can be found in a variety of sources from phone logs, emails, chat logs, surveys and social media, to name just a few.

If you’re curious about tracking what your customers say, how they say it, and how you can use that to better connect with them and even predict their future behavior including satisfaction and repurchase please reach out. We're happy to show you what Your Data +OdinText looks like.


NPS +OdinText in RBDR

Net Promoter Score (NPS) +OdinText = Predictive NPS

It was nice to see Research Business Report cover one of our Net Promoter (NPS) Case Studies today on Research Business Report. We’ve found contrary to popular belief, NPS and other Customer Satisfaction ratings like Overall Satisfaction don’t correlate much with important KPI’s like Return Behavior and Sales Revenue.

In this case study, by adding OdinText to NPS, it was possible to better understand and predict these far more important KPI’s, Predictive NPS id you will.

If you have NPS or any other Customer Satisfaction data and would like to better understand the more important KPI’s like Repurchase, Churn, and Revenue please reach out. We would be happy to sned you more information on our NPS Case studies and Key Driver Reporting . +OdinText to NPS and Predict What Matters!


Advertising Effecitveness +OdinText

ad testing +OdinText [Authors note. As I am writing this blog post early Monday morning after the Super Bowl, I have already completed the initial ad testing analysis. It’s the case where modern AI and analytics software (OdinText) is faster than the data collection process/vendor we’re relying on. We’ve asked an open ended comment question among n=3,000 respondents about which super bowl ads they like/dislike and why. Eager to have the analysis complete as soon as possible, the analysis is already done, and blog written based on n=1,011 initial responses received. But since 1,998 more are expected I’m painfully waiting to publish results until the rest of the fielding comes in. The bad part is waiting for the sample. The good part is knowing that now repeating the analysis will literally take less than 1 minute. Just uploading the data into OdinText, and then the brand names and advertisement likes and dislikes will automatically be coded, analyzed and charted in seconds. I just have to review if anything has changed materially and make small updates in my copy below in such case. As it turned out, more data did change findings, and so I did have to change my blog copy. Ah, the joys of modern analytics!]


The Advertising Pundits weighed in on which ads were best and worst even before the Super Bowl aired. We tend to do things a little differently at OdinText and allow data, not opinion to drive.

Of course, for "best" and "worst" not to be subjective, we need some definition of desired outcomes. Last year we looked at a simple formula to evaluate efficacy consisting of Awareness + Positive Sentiment/Liking of the ads.

For instance, you may not remember this because of the low sentiment, but last year 85 Lumber was one of the companies with the highest Awareness after the super bowl. However, because it also had low sentiment and relevancy (as it dealt with the explosive issue of immigration/Trump's wall in a somewhat ambiguous way). It's probably the case that it ended up doing better among its core customer segments than among the general population, but since Super Bowl Ads are expensive, I argued that all things equal, a strategy with a broader target in mind, which aims to leave a positive impact among this broader group, should provide a better ROI. Looking at it another way, to have the most significant positive impact we want to maximize both awareness and sentiment almost equally.

With those assumptions and comments from over 3,000 respondents, OdinText's AI predicted which of the Super Bowl Ads were successful, and which were not. Below I've shown 10 Brands/ads, the best performing 6 and the worst 4.

OdinText Ad Ratings

10 superbowl ads rated




In a year where there has been a lot of controversy surrounding NFL players taking a knee, and with a few of our respondents explicitly stating that they had boycotted the Super Bowl this year, it interesting to see the NFL advertising, and doing it so well. The NFL's Dirty Dancing with Manning and Beckham performed best, I believe in part because of its high relevance to the audience, but also for garnering high awareness together with very high positive sentiment/liking. In fact, only one other ad came close in sentiment.



That second most well-liked ad was Amazon's Alexa. Not as much because of its awareness (which was rather low in comparison), but because of its extremely high sentiment. The audience loved the various famous actors playing the voice of Alexa at least as much as they enjoyed NFL players Dirty Dancing.


In 3rd place we have Tide. They earned the spot less so for sentiment (though viewers did like the ad). The reason Tide did so well was primarily due to the awareness it garnered. Tide had THE HIGHEST awareness of any Super Bowl Ad. However contrary to some of the Advertising Pundits opinions, it just wasn't quite as consistently well-liked by viewers as Dirty Dancing, and Alexa.

If you are in the camp who believe Awareness is everything, then Tide should have an even higher spot.


Doritos + Mountain Dew Ice was so close in our model, that I’m going to give them a tie for 3rd. Not awareness like Tide, but for balancing both positive sentiment and awareness perfectly. It's mix of awareness and liking was in the same proportions as NFL Dirty Dancing, just at a slightly smaller scale.

Obviously considering the audience and occasion, just like the NFL ad, Doritos especially is a highly relevant product, and as importantly the humorous approach with two extremely popular yet not commonly seen together stars (Namely Morgan Freeman and Peter Dinglage/Tyron from Game of Thrones) succeeded in the unique Combo messaging of Fire & Ice.



Budweiser is almost expected to do well. So, in a way, it may be surprising to see it doesn’t make it into our analysis (Beer, in general, did poorly especially Miller Ultra). It really should be so easy for Budweiser though. Here's a case where the occasion is more than just relevant, it's almost as if the brand has a historic Super Bowl halo effect. That said, their performance was less than impressive.

While the idea of stopping the Budweiser line to make water in an emergency could be touching for some, reminding consumers you have a good fun product may be a safer strategy than asking for kudos for merely being a good corporate citizen?

And that’s where Bud-Light’s Knight did better. Beer should be about fun…


Here's a case where awareness was quite low, but the ad was still more liked than average compared to the other brands. Toyota and our #8 brand just barely made the list. While the setting was right "The Super Bowl," in the end perhaps the ‘Priest, an Imam, a Monk and a Rabbi' may have felt a bit less like a joke, and more like preaching…



Like Budweiser, we expect a lot from Coca-Cola when it comes to advertising. They’ve been pushing the diversity message for a few years now. It may be that pulling at heart strings is far harder to do than making people laugh. Coca-Cola had lower than average sentiment coupled with relatively low awareness. Not a winning combination.



Dodge Ram did better than Coca-Cola at least, especially on awareness, but even concerning sentiment/liking.

The negative aspect of course in large part was the appropriateness of Martin Luther King's message at the beginning.

When it comes to ads like these though, I think we must assume, as was the case for 85 Lumber last year, that perhaps the brand knows what it's doing. They aren't there to please everyone (as you would hope is the goal of Pepsi and Coca-Cola), but to message their core audience with a ‘We Get You – Even if Everyone Else Doesn't'. And so, awareness wise, Ram did better than Amazon, Bud-Light, and Pepsi. But on an overall basis, they get dinged by the overall sentiment due to the some would say clumsy ‘MLK + Patriotic' messaging. Only time and sales will tell…


T-Mobile was less well liked than you’d think, who doesn’t like babies right? Turns out people are getting tired of the “social responsibility ads” in their entertainment, at least that’s what they told us.


The Booby Prize. Ok, so here is a bad ad. In PR they used to say, any PR is good PR. But Diet Coke didn't do too well on either of our metrics. It had low awareness combined with even lower sentiment/liking. Diet Coke Mango, because, just no…




Pepsi, what can I say.  You may be surprised that yet again, Pepsi performed poorly compared to the other brands I mentoned considering that their name was all over the Super Bowl during the Half Time Show. And yet, it may be that the real winner of Halftime is the brand of the performer, which this year was Justin Timberlake. We saw a similar pattern last year as well.



PS. See Your Data +OdinText


Trump’s Brand Positioning One Year In

State of The POTUS - Text Analytics Reveals the Reasons Behind Trumps Approval Ratings

Over the past few weeks we’ve heard political pundits on all major news networks chime in on how Trump is doing one year after taking office. Part of the discussion is around what he has and hasn’t done, but an even bigger part continues to be about how he is perceived, both domestically and abroad, and some very grim opinion/approval polling is available. Many polls  have Trump as the President with the lowest approval ratings in history.

Sadly, Political Polling, including approval ratings, tells us absolutely nothing about the underlying causes for the ratings. Therefore, I thought I’d share our findings in this area. Utilizing our text analytics software, OdinText, we have been tracking not just sentiment related to Trump, but more importantly, the positioning of 40+ topics/themes that are important predictors of the sentiment.. In the brief analysis below, I will not have time to go into each of the attributes we have identified as important drivers, I will focus on a few of the areas which have seen the most change for Trump during the past year.

How has the opinion of Trump changed in the minds of the American people?

By looking at Trump’s positioning just before he took office (with all the campaign positioning fresh in the minds of the people), and comparing it to half a year into his office, and again now a full year into office, we can get a good idea about the impact various issues have on approval ratings and even more importantly, positioning.

Let’s start by looking back to just before he was elected. OdinText’s Ai uncovered the 15 most significant changes in perception since just before Trump won the election and now. Trump has fallen on 11 of these attributes and increased on 4.

Trump Pre Election Positioning VS One Year In


If we compare Trump just before the election VS Trump today, we several key differences. More recently four themes have become more important in terms of describing what Trump stands for in the minds of Americans when we include everyone (both those who like and dislike him). These newer positions are “Less Regulation”, “Healthcare Reform”, “Money/Greed”, and “Dishonesty”. Interestingly, text analytics reveals that one of the important issues seems to be changing, Trumps supporters are now more likely to be use the term “Healthcare Reform” rather than the previous “Repeal Obamacare”.

Other than the repeal of Obamacare issue, prior to the election, in the minds of Americans Trump was more likely to be associated with “Gun Rights”, “Honesty”, “Trade Deals”, “Change”, Supporting “Pro Life”, pro and con “Immigration” related issues including “The Wall”, and finally his slogan “MAGA” (Make America Great Again).

The decrease in relevance of many of these issues has to do with pre-election positioning, both by the Trump/Republican Party, as well as the Democrats Counter Positioning of him. After the election seemingly, some of these like ‘Gun Control’ have become less important for various reasons.

Five Months from Record Low

If we look at changes between this past Summer and now, there has been significantly less movement in terms of his positioning in American minds. He has seen a slight but significant bump in overall positive emotional sentiment/Joy, and the MAGA positioning as well as on Taxes, the economy, and The Wall, while also seeing a decrease in “Anger” and “Hate/Racism” which peaked this summer.


His lowest point so far in the minds of Americans was during the August 12th, 2017 White Nationalist Rally in Charlottesville. Trump’s positioning as a Hate Monger was almost as high as the weekend before the election, while simultaneously positive emotional sentiment and ‘MAGA’ among his supporters was at an all time low.

Since the August low Trump does appear to have rebounded some, and while one year into office many believe the one thing Trump now stands for is himself, greed and money are a lesser evil in America than hate and racism.

It seems that one year into office, at least for now, the economy and tax cuts are giving Trump a bit of a bump back to pre-election levels in the minds of many Americans.

I’m not sure what the future holds in this case, but I hope you like me found some of the underlying reasons for his approval ratings of interest. These are after all more important than simple ratings, because these reasons are levers that can be changed to affect the final outcomes and positioning of any brand, including that of a POTUS.


[Note: Curious if OdinText’s new Ai can help you understand what drives your brands ratings? Request more info or early access to our brand new release here]