Making sense of large quantities of customer verbatims has been a challenge for researchers for many years and more recently for people working in social media.  This includes everything from questions that have opened ended “Other” responses to paragraphs of customer verbatims that describe their response to a question, reason for a particular NPS score, innovative idea (for co-creation with a brand) or even complaint.

At the risk of repeating myself, consider the following statements:

1. Never before have brands had so much data about their customers or capabilities to analyse this data
2. Never before have we had customers so willing to interact with brands and each other online (social media, user generated content)
3. Yet, we are the least connected that we will ever be...