TexTonics Toolset

Leading up to the Brexit vote, there were many news articles talking about the various polls and surveys that were used to predict how U.K. residents would vote. 

One of the untold stories comes from Imperial College Business School and Professor Mark Kennedy.  Mark has developed an analytics tool called TexTonics.  The intelligent software tool tracks how markets form and the speed at which they form.  It tracks the words and word combinations that consumers use to describe various concepts, and it also measures how often they appear in digital text sources.

At Axiom, we use this tool to predict market success of new product concepts, channel launch scenarios, marketing messaging and brand campaigns.  We use the tool to analyze terms used in Facebook or LinkedIn posts, news tweets, news articles, news releases, and even applications from the U.S. Patent Office. 

Most recently, Mark looked at the words that U.K. residents were using in their social media posts about Brexit.  The research showed that Twitter users who send messages to both those who share their views and others with opposing viewpoints are most likely to influence dialogue.

We believe this also holds true when it comes to what consumers think and how they describe new product concepts in the markets Axiom serves, such as building, landscaping, education, agriculture, healthcare and consumer durables. 

For more information about TexTonics and how it can help you move the sales and marketing needle, contact: mreiber@axiomcom.com.