Measuring qualitative data in social media
In the bygone era, in the lush villages, our Nanny and her neighbours, in their daily evening meet would mostly talk about something new that happened in their village. Sheela aunty’s fresh pickle would have brought “Wooos” or that look from Anju’s aunty that said “Yumm! I want more!” or the wafting smell would have made Geetha aunty come running to her house. In the end, it’s a success story for the freshly made pickle. Analytics and data science is all about aping the above scenario – Capture people’s senses, quantify and qualify them to extract meaningful insights. In this process the five senses of humans – visual, auditory, smell, taste and touch which are processed by human brains to validate a scenario, is now being captured in the virtual world through social media platforms. If reviews on Facebook/Zomato provide verbal feedback about a new hotel, video recordings along with audio commentary on live service of the delicacies provide visual and auditory data. These ar...