Significance in the margins: Comparing differences in text for rich insights with Ben Hookway

On this episode of Now that’s Significant, we were joined by CEO and founder of Relative Insight, Ben Hookway. Ben came on the talk about the possibilities and value that is sitting in our owned, qualitative text data. Rather than analyzing all data that is common between two people groups (generally 90-95%), Relative Insight scrupulously digs into all that is different between the two groups (normally 5-10%). This approach enabled the one law enforcement department to spot those bad actors who were posing as teenage girls. Relative Insight then moved into the insights and market research world and is quickly becoming a force in its own right, helping insights teams understand different target audiences, knowing which ways to talk to them, and how one should even gather text for analytics in the first place, in order to get respondents to respond with meaning.