Seven years ago, the first attempt to make sense out of online conversations utilized keyword search technology, similar to Google. Keyword approaches reveal only a small fraction of conversations about a company or product. In addition, keywords must be constantly updated, a manual and bias-prone process.

Periodic market research is based on statistically insignificant samples compared to the numbers of consumers participating on social media vehicles. Surveys answer only what’s being asked and the way the question is framed can skew the outcome. Focus groups cannot provide projectable results at all.

Business intelligence data looks backward at internal data that is disconnected from consumers’ thoughts and actions. It captures what consumers did, not why they did it—nor what they will do tomorrow.

WiseWindow distills comments from hundreds of millions of people. It automatically gets the conversations and reveals what consumers are really saying, not what you think they’re saying. WiseWindow data provides a foundation for predictive models about consumer intent.

How We Discover...

Every social media-monitoring tool claiming to analyze consumer sentiment is based on search. What are people saying about this brand, this celebrity, and this political candidate?

By focusing on creating syndicatable data sets, sensitive to each industry, WiseWindow has taken an entirely different approach. We take in all of what is being said. You heard that right. Rather than search through online conversations looking for something, we let people speak for themselves. With that very large—perhaps seemingly impossibly large—data set, we then find patterns in what is being said the most using statistical techniques such as cluster analysis. And we do this all the time and keep a historical record. We can see when a brand or product appears on the radar screen.

WiseWindow doesn’t start out looking for keywords like brands or movie stars or hot toys. Instead, it captures the conversations for the entire industry or category. It discovers everything that is being said online with respect to a category. WiseWindow listens through a patented collection of technologies that works from the bottom up. Instead of looking for predetermined keywords, WiseWindow distills all online comments into clusters using techniques from probability and statistics. Clusters are then organized into taxonomies that are relevant to each industry. Executives and analysts can track each dimension of the taxonomy over time. New patterns emerge and then WiseWindow adds those new patterns to the taxonomy.  MOBI Vibes Suite provides the ability to explore the distilled data and to drill down to specific comments. It helps you see patterns in the data and how trends emerge and fluctuate both over time and in real-time.