The Customer Insight Portal has proven to be uniquely powerful in finding actionable insight and root cause understanding in vast documents. We put that to the test by analyzing the McCain and Obama campaign energy policies as stated by their existing official Web sites, respectively BarackObama.com and JohnMcCain.com.
Starting with McCain, the now immortalized chants of “drill baby drill” do a good job of summing up his official sites. When his Web site discusses “energy”, The Customer Insight Portal shows the bulk of this is focused on oil and the concepts of alternative energy show up pretty far down the list.
On the conceptual map, these concepts are tightly grouped showing the close relationships. The green circle theme below is “energy,” and as you can see, the rest of the themes are disjointed.
The Obama campaign has outlined a very different energy policy. Sixty percent of the time that “energy” is mentioned it is paired with “renewable.”
When “oil” is mentioned it is paired with “addiction” (77 percent) or “dependence” (72 percent).
The concept map also shows a very different policy. Notable is the way that the concept “energy” is linked to so many other concepts that in turn connect many different parts of the economy and the overall energy equation, largely focusing on investment in new technologies. Obama had a role for industry that included an investment in capital, technology and jobs.
The same concept map zoomed in to take a closer look at the “energy” theme, which speaks to how thought out the energy plan is.
We’ve heard a lot of discussion in the media, on blogs and from political analysts about what each candidate will do, and a vocal minority screaming that their policies are exactly the same. The Customer Insight Portal cut through the clutter, hype and noise to deliver real insight.Read Full Post | Make a Comment ( None so far )
John McCain’s choice of Sarah Palin as the Republican vice president nominee had media tongues wagging immediately. Using The Customer Insight Portal to instantly hone in on coverage after the decision helped to quantify media reaction and coverage. Material was sourced from top media outlets including The New York Times, Bloomberg, Chicago Tribune, Fox, Newsweek, LA Times, Time Magazine, etc., to identify the top concepts and themes emerging from the immediate mainstream media reaction to Palin.
The conceptual map from The Customer Insight Portal shows that reporters felt McCain’s selection of Palin was in a large part due to the fact that she is the current Governor of Alaska. With the state of oil prices today having a vice president from Alaska, where big oil is a crucial part of the economics, would be important. Palin has a history of being outspoken on the need for more domestic drilling and other paramount issues in the oil industry.
Pathway analysis shows reporters felt Palin was unusual as McCain’s choice of running mate given his outspoken belief that Obama lacked the experience needed for the position. Both Obama and Palin have been perceived as lacking the necessary years of experience to run the country. The Pathway analysis provides actionable insight showing that both Obama and Palin are going to have to prove to skeptics that they have the years of relevant experience to deserve a position in the White House in November.
Diving into the query section to conduct further textual analysis shows that Palin’s lack of experience, especially in foreign and national policy, were frequent themes.Read Full Post | Make a Comment ( None so far )
The 2008 Presidential Campaign creates a ripe environment for text analytics to provide key insights and themes. Yesterday’s acceptance speech of the presidential nomination by Barack Obama at the Democratic National Convention (DNC) provided excellent fodder for data analysis using The Customer Insight Portal.
Analysis of coverage from 15 of the top newspapers across the country –including The New York Times, Chicago Tribune, LA Times, USA Today, The Denver Post, Houston Chronicle, Philadelphia Inquirer, etc. – identified the top emerging themes and concepts emerging from Obama’s speech and the rippling reactions it created.
One clear pathway that The Customer Insight Portal determines is the strong correlation Obama repeatedly made between John McCain and George W. Bush. For the McCain campaign, this takes shape into actionable insight by determining if they want to project a united front with Bush’s policies moving forward. As the Detroit Free Press noted, Obama linked McCain to Bush at nearly every step.
Coverage from the speech highlighted the resounding themes Obama promised to remedy if he were elected president including tax breaks for working-class families, eliminating capital gains taxes for small businesses and an initiative that would make the United States independent of foreign oil within 10 years.
Since all text analysis conducted by The Customer Insight Portal is completely drillable, it makes it easy to understand how the Portal created the pathway between concepts.
A frequent theme from coverage on the acceptance speech was the stage design, which shows up clearly on the conceptual map – yet there is no clear pathway between Obama and the stage showing he himself never referenced it in his speech.Read Full Post | Make a Comment ( None so far )