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10 Sentiment Analysis Data Sources For Strategic Data Analytics

Sentiment analysis data sources give you the necessary tools that are needed to gain a deep understanding of market sentiment and thus help you influence market behavior. Sentiment analysis of data from customer feedback, brand performance, employee engagement, market trends, and such, also enables you to make smarter, faster decisions for growth.

In this blog, we read about 10 such sources of sentiment analysis data that can be strategic in shaping your machine learning-driven business strategy.

What Is Sentiment Analysis And Why Is It Important?

Insights from sentiment analysis data sources help a business identify how customers feel about its products and services. Sentiment analysis NLP (natural language processing) of this data is vital for formulating necessary corporate and marketing strategies. This applies to all departments of an organization, especially product marketing, human resources, as well as data scientists.

Furthermore, organizations need to analyze sentiment analysis data to a greater extent today because of the dynamic nature of digital and social marketing channels, giving rise to cut-throat competition. Done right, sentiment analysis can be crucial to a company in the following ways-

  • Business intelligence
  • Capturing new markets
  • Product/service gap analysis
  • Better sales conversions
  • Competitor analysis
  • Employee engagement
  • Increased brand value and visibility
  • Strategic marketing propositions
  • Product differentiation
  • Enriched customer loyalty

Learn about the practical aplications of sentiment analsysis.

What Are The Sources Of Gathering Sentiment Analysis Data?

There are ten main sources from which relevant sentiment analysis data can be gathered for analyzing sentiment. These include news, public information, social media, customer reviews, customer service call center data, employee interaction data, electronic health records, and more.

Let’s review them in detail.

1. Social Media

Sentiment analysis data sources from social media include platforms such as TikTok, YouTube, Instagram Live, Twitter, Tumblr, WeChat, Reddit, Youku, and others. Interestingly, you can extract relevant information from not only comments but the videos themselves through social media sentiment analysis.

2. Customer Reviews

Sentiment analysis data for customer experience such as consumer comments and reviews can be gathered from review websites such as Google reviews, Superpages, Demandforce, Clutch, etc. You can further narrow down your data by targeting websites specific to an industry such as Expedia, Travelocity, TripAdvisor, and such for travel and hospitality, Yahoo! Local, etc for restaurants and local businesses; or even websites like Indeed and Glassdoor for employee reviews.

3. News articles and videos

Articles and videos from news websites are an apt source of sentiment analysis data for various business needs, especially brand reputation monitoring. For example, stock market news is perhaps the most highly anticipated source of information in an industry where political unrest, financial reports, oil market reports, all have a significant impact. A company can compile all relevant videos in its repository and arrange and analyze them with the help of video AI that includes features like search inside video and semantic classification.

4. Public Information

Information from public sources such as business journals, trade publications, government departments, social media groups, etc, which don’t need third-party permissions are excellent sentiment analysis data sources for strategic branding and market research initiatives.

5. Employee Interaction Data

Employee feedback can be a vital source of information for employee experience (EX) analytics for improved corporate work culture and employee satisfaction. Data can be gathered through audio platforms, chatbots, videos, HR interactions, intranet chat, employee surveys, and other voice of the employee methods.

6. Electronic Medical Records

Electronic medical records (EMR) hold all the information about a patient - from vital statistics, to medicine dosage and reactions, to their personal information such as age and address. Thus EMRs are a good source of collecting information for healthcare data analytics. Additionally, sources of patient voice reviews on websites such as SeniorAdvisor, RateMDs, RealSelf, Healthgrades, and the like are great as well.

7. Podcasts

Podcasts are another great sentiment analysis data source for a variety of industries. Some great podcast platforms include Buzzsprout, Podbean, Spotify, Audible, and Google Podcasts.

8. Gaming Video Platforms

Gaming platforms like Twitch, Roblox, Nintendo, etc. are excellent sources from where you can collect data related to gaming and technology. This data source is apt for tech hardware companies such as manufacturers of monitors, keyboards, computer desks, ergonomic chairs, apparel, accessories, and such. A strategic analysis of sentiment analysis data from these platforms can give brands experience insights into user personas for targeted advertising campaigns.

9. Surveys

Surveys are one of the best sentiment analysis data sources to get to know customers and employees better. Surveys can be sent by email, chats, mobile messages, and even phone calls. Open-ended survey questions tend to allow people to express themselves more freely, so that’s where the major chunk of your insights will come from. Repustate IQ even integrates its sentiment analysis API with survey software like SurveyMonkey to provide sentiment analysis-driven survey intelligence.

10. Customer Service Support Logs

Customer service call center support logs are a great source of data for customer experience sentiment analysis. Customer service emails and chat interactions can give key information as to what customers like about a company’s products and services, and what they are unhappy about. So do customer support calls. In fact, it is for the very purpose of voice of the customer analysis that these calls are recorded.


Intelligence from the right sentiment analysis data sources can give companies a deeper understanding of their target demography, which can translate into more profitable business strategies. Repustate’s sentiment analysis platform, Repustate IQ, analyzes such data in more than 20 languages and dialects, and gives you high-precision insights on a user-friendly customer experience dashboard.

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