Working at a Market Intelligence company, a common question from our clients is to measure brand sentiment. To measure this, we need the opinion of the users. In the traditional sense, this would include calling the users and asking for their opinion. "What brands of x do you know about?", "Which of these brands have you heard of?", "Which is your favourite and why?" This process can be very slow and expensive (manual calling of respondents, scheduling, etc). If the data allows, it would be great to gather these insights using Data Science.
For this client, it turned out the data could be found on the internet, on forums. Forums contain opinions of many people, and people arguing with reasons on these forums are like gold for this exercise.
tbc...