Semantic Networks
Gaining Deeper Insights from Text Data
HDI specializes in "Quantitative Semiotics".
Our approach uses semantic networks to reveal nuanced insights into language and images. Importantly, semantic networks can identify core concepts central to brand meaning and whats peripheral.
See our white paper for a more detailed review of our methodology and applications.
Identifying Core Brand Concepts
Not all associations are central to brand meaning. Centrality metrics help us identify the core concepts that are associated with a brand and what's peripheral.
Detecting Conversation Themes
Cluster detection algorithms identify distinct themes across online discourse. Example: a tech brand might have separate clusters around 'innovation,' 'reliability,' and 'user experience,' each with its own associated concepts.
Measuring Campaign Effectiveness
Traditional campaign measurement tracks brand awareness and preference. Semantic networks reveal how campaigns shifted brand meaning among real audiences.
