Thematic sentiment analysis (market research)

Thematic sentiment analysis is a qualitative research technique used to analyse open-ended responses, comments, or conversations by identifying both the themes within the data and the sentiment associated with those themes. It combines elements of thematic analysis, which groups similar ideas or topics together, with sentiment analysis, which assesses whether opinions expressed are positive, negative, or neutral.

In market research, this method is often used to analyse verbatim responses from surveys, social media conversations, customer feedback, reviews, or interview transcripts. Researchers first identify recurring themes within the data, such as product quality, customer service, or value for money. They then examine the sentiment expressed about each theme to understand how respondents feel about those topics.

For example, in feedback about a retail experience, thematic sentiment analysis might show that respondents frequently mention store staff, pricing, and product range, but that sentiment towards staff is largely positive while sentiment around pricing is more negative. This allows organisations to identify not only what people are talking about, but also how they feel about it.

Thematic sentiment analysis can be conducted manually by researchers or supported by specialised software tools, particularly when analysing large volumes of text data. By combining themes with sentiment, the technique provides deeper insight into customer attitudes and priorities, helping organisations identify strengths, weaknesses, and opportunities for improvement.

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Contact us today to discuss your next market research project and discover how we could become a valuable extension of your team.