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 are then converted to a form which can be analysed to score them as positive or negative. After exploiting the sentiments from various mediums of thoughts using natural language processing/sentiment analysis/test analysis, the overall feedback is thus formulated.  Also quantitative data like number of visitors to their website, time spent on a web page, etc helps to prove your qualitative analysis.
No wonder, Facebook introduced new emoticons along with the like button to qualify your reaction to a post more accurately!

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