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Home Industry News Millward Brown announces partnership with OpenAmplify

Millward Brown announces partnership with OpenAmplify

6th December 2010

Millward Brown has unveiled details of a new collaboration with semantic web platform OpenAmplify.

Using technology provided by the language processing and text analysis firm, Millward Brown intends to bring an enhanced level of understanding to consumers' survey responses.

Verbatim data from Millward Brown studies will be examined using OpenAmplify's advanced tools to identify what a respondent is saying about a particular product, service or brand.

Through automated coding, the technology can quickly distinguish whether comments are negative, positive or neutral.

Jorge Alagon, head of global innovations at Millward Brown, said the partnership will enable the company "to put the human meaning of words and phrases into our automated analysis".

He added: "This … helps to achieve our vision for helping brands better understand their consumers."

According to OpenAmplify, the text analysis platform has been used in commercial applications since 2003 and more than 900 brands have worked with the firm in recent years.

The company has offices in London, Stockholm and the US.ADNFCR-8000103-ID-800273995-ADNFCR

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