Sentiment Analysis and How to Leverage It

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class="qnav-menu-link-level-2-title">Employee Experience</span> </a> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="/employee-experience/employee-engagement/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Employee Engagement</span> </a> </li> <li > <a class="qnav-menu-card" href="/employee-experience/pulse-surveys/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Employee Pulse</span> </a> </li> <li > <a class="qnav-menu-card" href="/employee-experience/research/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Employee Research</span> </a> </li> <li > <a class="qnav-menu-card" href="/employee-experience/candidate-experience/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Candidate Experience Management</span> </a> </li> <li > <a class="qnav-menu-card" href="/employee-experience/onboarding-exit/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Employee Onboarding & Exit</span> </a> </li> <li > <a class="qnav-menu-card" href="/employee-experience/360-degree-feedback/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>360 Development Feedback</span> </a> </li> <li > <a class="qnav-menu-card" href="/employee-experience/employee-retention/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Employee Retention Analytics</span> </a> </li> <li > <a class="qnav-menu-card" href="/employee-experience/employee-listening/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Continuous Employee Listening</span> </a> </li> </ul> </li> <li class="qnav-list-level-2"> <a class="qnav-list-title-level-2 qnav-menu-link-level-2" href="/strategy/"> <small>XM for</small> <span class="qnav-menu-link-level-2-title">Strategy & Research</span> </a> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="/strategy/research/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Strategic Market Research</span> </a> </li> <li > <a class="qnav-menu-card" href="/strategy/product-research/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Product Research</span> </a> </li> <li > <a class="qnav-menu-card" href="/strategy/brand-research/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Brand and Communication Research</span> </a> </li> <li > <a class="qnav-menu-card" href="/strategy/ux/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>User Experience Research</span> </a> </li> <li > <a class="qnav-menu-card" href="/edge/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="" alt=""> </div> <span>Edge Audiences</span> </a> </li> </ul> </li> <li class="qnav-menu-footer"> <a class="qnav-link-start" href="/platform/"> XM Platform </a> <p class="qnav-display-none qnav-display-xl-block qnav-description qnav-text-white"> Explore the platform powering Experience Management </p> <div class="qnav-display-flex qnav-items-center qnav-h-full qnav-ms-auto"> <a class="qnav-link-end qnav-text-white" href="/free-account/?utm_lp=nav-sticky-banner">Free Account</a> <div class="qnav-divider"></div> <a class="qnav-link-end qnav-text-white" href="/watch-demo/?utm_lp=nav-sticky-banner">Product Demos</a> </div> </li> </ul> </li> <li data-qnav-id=6> <details class="qnav-menu-button" data-qnav-id=6 data-gacontainer="Header" data-sub="Solutions" > <summary class="qnav-card qnav-tab-level-1 qnav-underline-level-1">Solutions</summary> </details> <ul class="qnav-level-2" data-qnav-id=6 data-level="2"> <li class="qnav-display-xl-none"> <button class="qnav-back-button" type="button" data-parent-id="qnav-6">Back</button> </li> <li class="qnav-list-level-2"> <a class="qnav-list-title-level-2 qnav-menu-link-level-2" href="/team/"> <span class="qnav-menu-link-level-2-title">Teams</span> </a> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="/digital/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/marketing-icon.svg" alt=""> </div> <span>For Digital</span> </a> </li> <li > <a class="qnav-menu-card" href="/customer-service/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/for-customer-care.svg" alt=""> </div> <span>For Customer Care</span> </a> </li> <li > <a class="qnav-menu-card" href="/human-resources/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/community.svg" alt=""> </div> <span>For Human Resources</span> </a> </li> <li > <a class="qnav-menu-card" href="/market-research/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/research-icon.svg" alt=""> </div> <span>For Researchers</span> </a> </li> <li > <a class="qnav-menu-card" href="/team/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/plus.svg" alt=""> </div> <span>All Teams</span> </a> </li> </ul> </li> <li class="qnav-list-level-2"> <a class="qnav-list-title-level-2 qnav-menu-link-level-2" href="/industry/"> <span class="qnav-menu-link-level-2-title">Industries</span> </a> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="/healthcare/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/healthcare-icon.svg" alt=""> </div> <span>Healthcare</span> </a> </li> <li > <a class="qnav-menu-card" href="/education/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/education-icon.svg" alt=""> </div> <span>Education</span> </a> </li> <li > <a class="qnav-menu-card" href="/financial-services/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/financial-icon.svg" alt=""> </div> <span>Financial Services</span> </a> </li> <li > <a class="qnav-menu-card" href="/government/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/government-icon.svg" alt=""> </div> <span>Government</span> </a> </li> <li > <a class="qnav-menu-card" href="/industry/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/plus.svg" alt=""> </div> <span>All Industries</span> </a> </li> </ul> </li> <li class="qnav-list-level-2"> <p class="qnav-list-title-level-2"> Popular Use Cases </p> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="/customer-experience/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/customer-experience-icon.svg" alt=""> </div> <span>Customer Experience</span> </a> </li> <li > <a class="qnav-menu-card" href="/employee-experience/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/employee-experience-icon_0.svg" alt=""> </div> <span>Employee Experience</span> </a> </li> <li > <a class="qnav-menu-card" href="/customer-experience/nps-software/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/icons-56-1.svg" alt=""> </div> <span>Net Promoter Score</span> </a> </li> <li > <a class="qnav-menu-card" href="/customer-experience/voice-of-customer/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-12/brain_head.svg" alt=""> </div> <span>Voice of Customer</span> </a> </li> </ul> </li> <li class="qnav-menu-footer"> <div class="qnav-display-flex qnav-items-center qnav-h-full "> <a class="qnav-link-end qnav-text-white" href="/free-account/?utm_lp=nav-sticky-banner">Free Account</a> <div class="qnav-divider"></div> <a class="qnav-link-end qnav-text-white" href="/watch-demo/?utm_lp=nav-sticky-banner">Product Demos</a> </div> </li> </ul> </li> <li data-qnav-id=11> <details class="qnav-menu-button" data-qnav-id=11 data-gacontainer="Header" data-sub="Resources" > <summary class="qnav-card qnav-tab-level-1 qnav-underline-level-1">Resources</summary> </details> <ul class="qnav-level-2" data-qnav-id=11 data-level="2"> <li class="qnav-display-xl-none"> <button class="qnav-back-button" type="button" data-parent-id="qnav-11">Back</button> </li> <li class="qnav-list-level-2"> <p class="qnav-list-title-level-2"> Customer </p> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="https://support-portal.qualtrics.com/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/support-icon.svg" alt=""> </div> <span>Customer Success Hub</span> </a> </li> <li > <a class="qnav-menu-card" href="/support/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/product-documentation.svg" alt=""> </div> <span>Product Documentation</span> </a> </li> <li > <a class="qnav-menu-card" href="/training/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/certificate-icon.svg" alt=""> </div> <span>Training & Certification</span> </a> </li> <li > <a class="qnav-menu-card" href="https://community.qualtrics.com/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/community.svg" alt=""> </div> <span>Community</span> </a> </li> <li > <a class="qnav-menu-card" href="https://www.xminstitute.com/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/xm-institute.svg" alt=""> </div> <span>XM Institute</span> </a> </li> <li > <a class="qnav-menu-card" href="/services/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-12/wrench_icon.svg" alt=""> </div> <span>Services</span> </a> </li> </ul> </li> <li class="qnav-list-level-2"> <p class="qnav-list-title-level-2"> Learn </p> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="/resources/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/popular-resources.svg" alt=""> </div> <span>Popular Resources</span> </a> </li> <li > <a class="qnav-menu-card" href="/customers/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/customer-stories.svg" alt=""> </div> <span>Customer Stories</span> </a> </li> <li > <a class="qnav-menu-card" href="/blog/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/blog-icon.svg" alt=""> </div> <span>Blog</span> </a> </li> <li > <a class="qnav-menu-card" href="/trends-reports/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/artificial-intelligence.svg" alt=""> </div> <span>2025 Experience Trends</span> </a> </li> <li class="qnav-list-level-3"> <a class="qnav-menu-card" href="/experience-management/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/xm-icon.svg" alt=""> </div> <span>XM Knowledge Base</span> </a> <details class="qnav-collapse-button" open> <summary class="qnav-card"></summary> </details> <ul class="qnav-level-4" data-level="4"> <li> <a class="qnav-menu-link-level-4" href="/customer-experience/customer/"> Customer Experience </a> </li> <li> <a class="qnav-menu-link-level-4" href="/experience-management/employee/"> Employee Experience </a> </li> <li> <a class="qnav-menu-link-level-4" href="/experience-management/research/"> Market Research </a> </li> </ul> </li> </ul> </li> <li class="qnav-list-level-2"> <p class="qnav-list-title-level-2"> Company </p> <ul class="qnav-level-3" data-level="3"> <li > <a class="qnav-menu-card" href="/about/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/about-us.svg" alt=""> </div> <span>About Us</span> </a> </li> <li > <a class="qnav-menu-card" href="/careers"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/employee-experience-icon_0.svg" alt=""> </div> <span>Careers</span> </a> </li> <li > <a class="qnav-menu-card" href="/partnerships/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/partnerships-icon.svg" alt=""> </div> <span>Partnerships</span> </a> </li> <li > <a class="qnav-menu-card" href="/marketplace/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-07/marketplace.svg" alt=""> </div> <span>Marketplace</span> </a> </li> <li > <a class="qnav-menu-card" href="/x4summit/"> <div class="qnav-menu-icon"> <img class="qnav-menu-icon-main" data-src="https://www.qualtrics.com/sites/default/files/2024-05/x4-logo.svg" alt=""> </div> <span>X4 Summit</span> <div class="qnav-display-none qnav-display-xl-block qnav-description"> <p>The annual gathering of the experience leaders at the world’s iconic brands building breakthrough business results, live in Salt Lake City.</p> </div> </a> </li> </ul> </li> <li class="qnav-menu-footer"> <div class="qnav-display-flex qnav-items-center qnav-h-full "> <a class="qnav-link-end qnav-text-white" href="/free-account/?utm_lp=nav-sticky-banner">Free Account</a> <div class="qnav-divider"></div> <a class="qnav-link-end qnav-text-white" href="/watch-demo/?utm_lp=nav-sticky-banner">Product Demos</a> </div> </li> </ul> </li> <li data-qnav-id=861> <a class="qnav-card menu-link qnav-tab-level-1 qnav-underline-level-1" href="/pricing/" data-gacontainer="Header" data-sub="Pricing" > Pricing </a> </li> <li class="qnav-ms-xl-auto" data-qnav-id=291> <details class="qnav-menu-button qnav-lang-button" data-qnav-id=291 > <summary class="qnav-card qnav-tab-level-1 qnav-underline-level-1"> <img class="qnav-display-none qnav-display-xl-block" src="https://www.qualtrics.com/modules/custom/nav_service/src/Assets/images/global.svg" alt="" width="18" height="18"> <span class="qnav-display-xl-none">Language</span> </summary> </details> <ul class="qnav-level-2 qnav-lang-dropdown"> <li class="qnav-display-xl-none"> <button class="qnav-back-button" type="button" data-parent-id="qnav-291">Back</button> </li> <li> <a class="qnav-lang-link" href="/" hreflang="en" data-lang="en" data-gacontainer="Header" data-sub="Language" data-gatext="EN"> English/US </a> </li> <li> <a class="qnav-lang-link" href="/en-gb" hreflang="en-gb" data-lang="en-gb" data-gacontainer="Header" data-sub="Language" data-gatext="EN-GB"> English/UK </a> </li> <li> <a class="qnav-lang-link" href="/en-au" hreflang="en-au" data-lang="en-au" data-gacontainer="Header" data-sub="Language" data-gatext="EN-AU"> English/AU & NZ </a> 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href="#what" aria-labelledby="what" class="mb-0 callout text-dark-ally text-dark-ally " style="font-size: 13px;margin-top:5px;color:#000;"> What is sentiment analysis? </a> </li> <li class="mb-0 uses"> <a href="#uses" aria-labelledby="uses" class="mb-0 " style="font-size: 13px;margin-top:5px;color:#000;"> What is sentiment analysis used for? </a> </li> <li class="mb-0 why"> <a href="#why" aria-labelledby="why" class="mb-0 " style="font-size: 13px;margin-top:5px;color:#000;"> Why is sentiment analysis important? </a> </li> <li class="mb-0 use-cases"> <a href="#use-cases" aria-labelledby="use-cases" class="mb-0 " style="font-size: 13px;margin-top:5px;color:#000;"> Use cases for sentiment analysis </a> </li> <li class="mb-0 types"> <a href="#types" aria-labelledby="types" class="mb-0 " style="font-size: 13px;margin-top:5px;color:#000;"> Types of sentiment analysis </a> </li> <li class="mb-0 pros-cons"> <a href="#pros-cons" aria-labelledby="pros-cons" class="mb-0 " style="font-size: 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data-swiftype-name="title" data-swiftype-type="string"> Sentiment analysis and how to leverage it </h1> <p class="intro-summary " data-swiftype-name="body" data-swiftype-type="text" style="font-size:18px;"> <span style="font-size:15px;font-weight: 700;line-height: 1.6;"> 20 min read </span> <br /> From survey results and customer reviews to social media mentions and chat conversations, today’s businesses have access to data from numerous sources. But how can teams turn all of that data into meaningful insights? Find out how sentiment analysis can help. </p> </div> </div> </div> </div> </section> <style> /* Cancel out bolder in _reboot.scss */ b, strong { font-weight: bold; } </style> <section id="article-content-section" class="generated-content research mb-5"> <div class="container py-3"> <div class="row"> <div class="col-12 col-lg-7 offset-lg-2"> <div class="content-block"> <p>When it comes to branding, simply having a great product or service is not enough. In order to determine the true impact of a brand, organizations must leverage data from across <a href="/experience-management/customer/collecting-customer-feedback/">customer feedback channels</a> to fully understand the market perception of their offerings.</p> <p>Quantitative feedback available via metrics such as <a href="/experience-management/customer/net-promoter-score/">net promoter scores</a> can provide some information about brand performance, but <a href="/experience-management/research/qualitative-research/">qualitative feedback</a> in the form of unstructured data provides more nuanced insight into how people actually “feel” about your brand.</p> <p>Sifting through textual data, however, can be extremely time-consuming. Whether analyzing solicited feedback via channels such as surveys or examining <a href="https://www.qualtrics.com/experience-management/customer/unsolicited-feedback/">unsolicited feedback</a> found on social media, online forums, and more, it’s impossible to comprehensively identify and integrate data on brand sentiment when relying solely on manual processes.</p> <p>Leveraging <a href="/experience-management/customer/omnichannel-experience-design/">an omnichannel analytics platform</a> allows teams to collect all of this information and aggregate it into a complete view. Once obtained, there are many ways to analyze and enrich the data, one of which involves conducting sentiment analysis. Sentiment analysis can be used to improve customer experience through direct and indirect interactions with your brand. Let’s consider the definition of sentiment analysis, how it works and when to use it.</p> <p><strong><a href="/platform/?utm_lp=hub-sentiment-analysis-inline1">Learn how Qualtrics XM can help you conduct sentiment analysis</a></strong></p> <h2 id="what">What is sentiment analysis?</h2> <p>Sentiment refers to the positivity or negativity expressed in text. Sentiment analysis provides an effective way to evaluate written or spoken language to determine if the expression is favorable, unfavorable, or neutral, and to what degree. Because of this, it gives a useful indication of <a href="/experience-management/customer/customer-emotion/">how the customer felt</a> about their experience.</p> <p>If you’ve ever left an online review, made a comment about a brand or product online, or answered a large-scale <a href="/experience-management/research/common-types-of-surveys/">market research survey</a>, there’s a chance your responses have been through sentiment analysis.</p> <p>Sentiment analysis is part of the greater umbrella of text mining, also known as <a href="/experience-management/research/text-analysis/">text analysis</a>. This type of analysis extracts meaning from many sources of text, such as <a href="/experience-management/research/survey-basics/">surveys</a>, reviews, public social media, and even articles on the Web. A score is then assigned to each clause based on the sentiment expressed in the text. For example, -1 for negative sentiment and +1 for positive sentiment. This is done using natural language processing (NLP).</p> <p><img fetchpriority="high" decoding="async" class="shadow mx-auto img-fluid d-block alignnone" src="https://www.qualtrics.com/m/assets/blog/wp-content/uploads/2019/09/Sentiment-Analysis-Graph.png " alt="Positive neutral and negative sentiment chart" width="974" height="647" /></p> <p>Today’s algorithm-based sentiment analysis tools can handle huge volumes of customer feedback consistently and accurately. A type of <a href="https://www.qualtrics.com/experience-management/research/text-analysis/">text analysis</a>, sentiment analysis, reveals how positive or negative customers feel about topics ranging from your products and services to your location, your advertisements, or even your competitors.</p> <h2 id="uses">What is sentiment analysis used for?</h2> <p>Accurate sentiment analysis can be difficult to conduct, what’s the benefit? Why do we use an AI-powered tool to categorize natural language feedback rather than our human brains?</p> <p>Mostly, it’s a question of scale. Sentiment analysis is helpful when you have a large volume of text-based information that you need to generalize from.</p> <p>For example, let’s say you work on the marketing team at a major motion picture studio, and you just released a trailer for a movie that got a huge volume of comments on Twitter.</p> <p>You can read some – or even a lot – of the comments, but you won’t be able to get an accurate picture of how many people liked or disliked it unless you look at every last one and make a note of whether it was positive, negative or neutral. That would be prohibitively expensive and time-consuming, and the results would be prone to a degree of human error.</p> <p>On top of that, you’d have <a href="/experience-management/research/survey-bias/">a risk of bias</a> coming from the person or people going through the comments. They might have certain views or perceptions that color the way they interpret the data, and their judgment may change from time to time depending on their mood, energy levels, and other normal human variations.</p> <p>On the other hand, sentiment analysis tools provide a comprehensive, consistent overall verdict with a simple button press.</p> <p>From there, it’s up to the business to determine how they’ll <a href="/blog/turn-insights-into-action/">put that sentiment into action</a>.</p> <h2 id="why">Why is sentiment analysis important?</h2> <p>Sentiment analysis is critical because it helps provide insight into <a href="/experience-management/brand/brand-perception/">how customers perceive your brand</a>.</p> <p>Customer feedback – whether that’s via social media, the website, conversations with service agents, or any other source – contains a treasure trove of useful business information, but it isn’t enough to know what customers are talking about. Knowing how they feel will give you the most insight into how their experience was. Sentiment analysis is one way to understand those experiences.</p> <p>Sometimes known as “opinion mining,” sentiment analysis can let you know if there has been a change in public opinion toward any aspect of your business. Peaks or valleys in sentiment scores give you a place to start if you want to make product improvements, train sales reps or customer care agents, or create new marketing campaigns.</p> <h2 id="use-cases">Use cases for sentiment analysis</h2> <p>We live in a world where huge amounts of written information are produced and published every moment, thanks to the internet, news articles, social media, and digital communications. Sentiment analysis can help companies keep track of how their brands and products are perceived, both at key moments and over a period of time.</p> <p>It can also be used in <a href="/experience-management/research/market-research-guide/">market research</a>, PR, marketing analysis, <a href="https://www.qualtrics.com/customer-experience/reputation-management/">reputation management</a>, stock analysis and financial trading, <a href="/experience-management/customer/customer-experience/">customer experience</a>,<a href="https://www.qualtrics.com/experience-management/product/product-design/"> product design</a>, and many more fields.</p> <p>Here are a few scenarios where sentiment analysis can save time and add value:</p> <ul> <li><strong>Social media listening</strong> – in day-to-day monitoring, or around a specific event such as a product launch</li> <li><strong>Analyzing survey responses</strong> for a large-scale research program</li> <li><strong>Processing employee feedback</strong> in a large organization</li> <li><strong>Identifying very unhappy customers</strong> so you can <a href="/experience-management/customer/closed-loop-cx/">offer closed-loop follow up</a></li> <li><strong>See where sentiment trends</strong> are clustered in particular groups or regions</li> <li><strong>Competitor research</strong> – checking your approval levels <a href="/experience-management/brand/research-competitors/">against comparable businesses</a></li> </ul> <p><img decoding="async" class="shadow mx-auto img-fluid d-block alignnone wp-image-107427 size-full" src="https://www.qualtrics.com/m/assets/wp-content/uploads/2020/10/Airline-Onboard-Experience.png" alt="Airline onboard experience sentiment by category" width="650" height="481" srcset="https://www.qualtrics.com/m/assets/wp-content/uploads/2020/10/Airline-Onboard-Experience.png 650w, https://www.qualtrics.com/m/assets/wp-content/uploads/2020/10/Airline-Onboard-Experience-150x111.png 150w" sizes="(max-width: 650px) 100vw, 650px" /></p> <h2 id="types">Types of sentiment analysis</h2> <p>Not all sentiment analysis is done the same way. There are different ways to approach it and a range of different algorithms and processes that can be used to do the job depending on the context of use and the desired outcome.</p> <p>Basic sub-types of sentiment analysis include:</p> <ul> <li><strong>Detecting sentiment</strong><br /> This means parsing through text and sorting opinionated data (such as “I love this!”) from objective data (like “the restaurant is located downtown”).</li> <li><strong>Categorizing sentiment</strong><br /> This means detecting whether the sentiment is positive, negative, or neutral. Your tools may also add weighting to these categories, e.g very positive, positive, neutral, somewhat negative, negative.</li> <li><strong>Clause-level Analysis</strong><br /> Sometimes, the text contains mixed or ambivalent opinions, for example, “staff was very friendly but we waited too long to be served”. Being able to score feedback at the clause level indicates when there are both good and bad opinions expressed in one place, and can be useful in case the positives and negatives within a text cancel each other out and return a misleading neutral sentiment</li> </ul> <p>In addition, you can choose whether to view the results of sentiment analysis at:</p> <ul> <li>Document-level (useful for professional reviews or press coverage)</li> <li>Sentence level (for short comments and evaluations)</li> <li>Sub-sentence level (for picking out the meaning in phrases or short clauses within a sentence)</li> </ul> <h2 id="pros-cons">Pros and cons of using a sentiment analysis system</h2> <p>Sentiment analysis is a powerful tool that offers a number of advantages, but like any research method, it has some limitations.</p> <p><strong>Advantages of sentiment analysis:</strong></p> <ul> <li>Accurate, unbiased results</li> <li>Enhanced insights</li> <li>More time and energy available for staff do to higher-level tasks</li> <li>Consistent measures you can use to track sentiment over time</li> </ul> <p><strong>Disadvantages of sentiment analysis:</strong></p> <ul> <li>Best for large and numerous data sets. To get real value out of sentiment analysis tools, you need to be analyzing large quantities of textual data on a regular basis.</li> <li>Sentiment analysis is still a developing field, and the results are not always perfect. You may still need to sense-check and manually correct results occasionally.</li> </ul> <h2 id="how">How does sentiment analysis work?</h2> <p>Sentiment analysis uses machine learning, statistics, and natural language processing (NLP) to find out how people think and feel on a macro scale. Sentiment analysis tools take written content and process it to unearth the positivity or negativity of the expression.</p> <p>This is done in a couple of ways:</p> <ul> <li><strong>Rule-based sentiment analysis</strong><br /> This method uses a lexicon, or word-list, where each word is given a score for sentiment, for example<br /> “great” = 0.9, “lame” = -0.7, “okay” = 0.1<br /> Sentences are assessed for overall positivity or negativity using these weightings.<br /> Rule-based systems usually require additional finessing to account for sarcasm, idioms, and other verbal anomalies.</li> <li><strong>Machine learning-based sentiment analysis</strong><br /> A computer model is given a training set of natural language feedback, manually tagged with sentiment labels. It learns which words and phrases have a positive sentiment or a negative sentiment. Once trained, it can then be used on new data sets.</li> </ul> <p>In some cases, the best results come from combining the two methods.</p> <p><img decoding="async" class="shadow mx-auto img-fluid d-block alignnone wp-image-107429 size-full" src="https://www.qualtrics.com/m/assets/wp-content/uploads/2020/10/2022-02-09_14-24-23.png" alt="Sentiment analysis of client feedback" width="650" height="483" srcset="https://www.qualtrics.com/m/assets/wp-content/uploads/2020/10/2022-02-09_14-24-23.png 650w, https://www.qualtrics.com/m/assets/wp-content/uploads/2020/10/2022-02-09_14-24-23-150x111.png 150w" sizes="(max-width: 650px) 100vw, 650px" /></p> <h2 id="challenges">Sentiment analysis challenges</h2> <p>Developing sentiment analysis tools is technically an impressive feat, since human language is grammatically intricate, heavily context-dependent, and varies a lot from person to person. If you say “I loved it,” another person might say “I’ve never seen better,” or “Leaves its rivals in the dust”. The challenge for an <a href="https://www.qualtrics.com/iq/">AI tool</a> is to recognize that all these sentences mean the same thing.</p> <p>Another challenge is to decide how language is interpreted since this is very subjective and varies between individuals. What sounds positive to one person might sound negative or even neutral to someone else. In designing algorithms for sentiment analysis, data scientists must think creatively in order to build useful and reliable tools.</p> <h3>Getting the correct sentiment classification</h3> <p>Sentiment classification requires your sentiment analysis tools to be sophisticated enough to understand not only when a data snippet is positive or negative, but how to extrapolate sentiment even when both positive and negative words are used. On top of that, it needs to be able to understand context and complications such as sarcasm or irony.</p> <p>Human beings are complicated, and how we express ourselves can be similarly complex. Many types of sentiment analysis tools use a simple view of polarity (positive/neutral/negative), which means much of the meaning behind the data is lost.</p> <p>Let’s see an example:</p> <p>“I hated the setup process, but the product was easy to use so in the end, I think my purchase was worth it.”</p> <p>A less sophisticated sentiment analysis tool might see the sentiment expressed here as “neutral” because the positive – “the product was easy to use so, in the end, I think my purchase was worth it” – and negative-tagged sentiments – “I hated the setup process” – cancel each other out.</p> <p>However, polarity isn’t so cut-and-dry as being one or the other here. The final part – “in the end, I think my purchase was worth it” – means that as a human analyzing the text, we can see that generally, this customer felt <em>mostly</em> positive about the experience. That’s why a scale from positive to negative is needed, and why a sentiment analysis tool adds weighting along a scale of 1-11.</p> <p><img decoding="async" class="shadow mx-auto img-fluid d-block alignnone wp-image-107434 size-full" src="https://www.qualtrics.com/m/assets/wp-content/uploads/2020/10/Scale-Point-1.png" alt="How satisfied are you with our service? Likert scale question" width="650" height="110" srcset="https://www.qualtrics.com/m/assets/wp-content/uploads/2020/10/Scale-Point-1.png 650w, https://www.qualtrics.com/m/assets/wp-content/uploads/2020/10/Scale-Point-1-150x25.png 150w" sizes="(max-width: 650px) 100vw, 650px" /></p> <p>Scores are assigned with attention to grammar, context, industry, and source, and Qualtrics gives users the ability to adjust the sentiment scores to be even more business-specific.</p> <p><strong><a href="/iq/text-iq/?utm_lp=hub-sentiment-analysis-inline2">Learn how TextiQ can help you conduct advanced sentiment analysis</a></strong></p> <h3>Understanding context</h3> <p>Context is key for a sentiment analysis model to be correct. This means you need to make sure that your sentiment scoring tool not only knows that “happy” is positive—and that “not happy” is not, but understands that certain words that are context-dependent are viewed correctly.</p> <p>Let’s see an example:</p> <p>As human beings, we know customers are pleased when they mention how “thin” their new laptop is, but that they’re complaining when they talk about the “thin” walls in your hotel. We understand that context.</p> <p>Obviously, a tool that flags “thin” as negative sentiment in all circumstances is going to lose accuracy in its sentiment scores. The context is important.</p> <p>This is where training natural language processing (NLP) algorithms come in. Natural language processing is a way of mimicking the human understanding of language, meaning context becomes more readily understood by your sentiment analysis tool.</p> <p>Sentiment analysis algorithms are trained using this system over time, using deep learning to understand instances with context and apply that learning to future data. This is why a sophisticated sentiment analysis tool can help you to not only analyze vast volumes of data more quickly but also discern what context is common or <a href="/experience-management/research/customer-needs-analysis/">important to your customers</a>.</p> <h2 id="places">Three places to analyze customer sentiment</h2> <p>In a world of endless opinions on the Web, how people “feel” about your brand can be important for <a href="/experience-management/customer/customer-experience-measurement-metrics/">measuring the customer experience</a>.</p> <p>Consumers desire likable brands that understand them; brands that provide memorable on-and-offline experiences. The more in-tune a consumer feels with your brand, the more likely they’ll share feedback, and the more likely they’ll buy from you too. According to our <a href="https://www.qualtrics.com/ebooks-guides/2022-cx-trends/">Consumer trends research</a>, 62% of consumers said that businesses need to care more about them, and 60% would buy more as a result.</p> <p>But the opposite is true as well. As a matter of fact, <a href="https://blog.twitter.com/marketing/en_gb/a/en-gb/2016/customer-service-on-twitter-and-the-impact-on-brands.html" target="_blank" rel="noopener">71 percent</a> of Twitter users will take to the social media platform to voice their frustrations with a brand.</p> <p>These conversations, both positive and negative, should be captured and analyzed to improve the customer experience. Sentiment analysis can help.</p> <h3>1. Text analysis for surveys</h3> <p>Surveys are a great way to connect with customers directly, and they’re also ripe with <a href="/blog/employee-feedback-examples/">constructive feedback</a>. The feedback within <a href="/experience-management/research/analysis-reporting/">survey responses can be quickly analyzed</a> for sentiment scores.</p> <p>For the survey itself, consider questions that will generate qualitative customer experience metrics, some examples include:</p> <ul> <li>What was your most recent experience like?</li> <li>How much better (or worse) was your experience compared to your expectations?</li> <li>What is something you would have changed about your experience?</li> </ul> <p>Remember, the goal here is to acquire honest textual responses from your customers so the sentiment within them can be analyzed. Another tip is to avoid close-ended questions that only generate “yes” or “no” responses. These types of questions won’t serve your analysis well.</p> <p>Next, use a text analysis tool to break down the nuances of the responses. <a href="https://www.qualtrics.com/iq/text-iq/">TextiQ </a>is a tool that will not only provide sentiment scores but extract key themes from the responses.</p> <p>After the sentiment is scored from survey responses, you’ll be able to address some of the more immediate concerns your customers have during their experiences.</p> <p>Another great place to find text feedback is <a href="/blog/improve-online-reviews/">through customer reviews</a>.</p> <h3>2. Text analysis for customer reviews</h3> <p>Did you know that 72 percent of customers will not take action until they’ve read reviews on a product or service? An astonishing <a href="https://www.qualtrics.com/blog/online-review-stats/">95 percent</a> of customers read reviews prior to making a purchase. In today’s feedback-driven world, the power of customer reviews and peer insight is undeniable.</p> <p>Review sites like <a href="https://www.g2.com/">G2</a> are common first-stops for customers looking for honest feedback on products and services. This feedback, like that in surveys, can be analyzed.</p> <p>The benefit of customer reviews compared to surveys is that they’re unsolicited, which often leads to more honest and in-depth feedback.</p> <p>To improve the customer experience, you can take the sentiment scores from customer reviews – positive, negative, and neutral – and identify gaps and pain points that may have not been addressed in the surveys. Remember, negative feedback is just as (if not more) beneficial to your business than positive feedback.</p> <h3>3. Text analysis for social media</h3> <p>Another way to acquire textual data is through social media analysis.</p> <p>Monitoring tools ingest publicly available social media data on platforms such as Twitter and Facebook for brand mentions and assign sentiment scores accordingly. This has its upsides as well considering users are highly likely to take their uninhibited feedback to social media.</p> <p>Regardless, a staggering <a href="https://www.convinceandconvert.com/social-media-strategy/70-of-companies-ignore-customer-complaints-on-twitter/">70 percent</a> of brands don’t bother with feedback on social media. Because social media is an ocean of big data just waiting to be analyzed, brands could be missing out on some important information.</p> <h2 id="tools">Sentiment analysis tools</h2> <p>When choosing sentiment analysis technologies, bear in mind how you will use them. There are a number of options out there, from open-source solutions to in-built features within social listening tools. Some of them are limited in scope, while others are more powerful but require a high level of user knowledge.</p> <p><a href="https://www.qualtrics.com/iq/">Text iQ</a> is a natural language processing tool within the Experience Management Platform™ that allows you to carry out sentiment analysis online using just your browser. It’s fully integrated, meaning that you can view and analyze your sentiment analysis results in the context of other data and metrics, including those from third-party platforms.</p> <p>Like all our tools, it’s designed to be straightforward, clear, and accessible to those without specialized skills or experience, so there’s no barrier between you and the results you want to achieve.</p> <h2 id="cx">Analyzing customer sentiment, creating better experiences</h2> <p>When it comes to understanding the customer experience, the key is to always be on the lookout for customer feedback. Sentiment analysis is not a one-and-done effort and requires continuous monitoring. By reviewing your customers’ feedback on your business regularly, you can proactively get ahead of emerging trends and fix problems before it’s too late. Acquiring feedback and analyzing sentiment can provide businesses with a deep understanding of how customers truly “feel” about their brand. When you’re able to understand your customers, you’re able to provide a more robust customer experience.</p> <p><script type="application/ld+json"> { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is sentiment analysis?", "acceptedAnswer": { "@type": "Answer", "text": "Sentiment refers to the positivity or negativity expressed in text. Sentiment analysis provides an effective way to evaluate written or spoken language to determine if the expression is favorable, unfavorable, or neutral, and to what degree. Because of this, it gives a useful indication of how the customer felt about their experience." } },{ "@type": "Question", "name": "Why is sentiment analysis important?", "acceptedAnswer": { "@type": "Answer", "text": "Sentiment analysis is critical because it helps provide insight into how customers perceive your brand." } }] } </script></p> </div> </div> </div> </div> <div class="my-3 py-4 bg-gray-light" data-gacontainer="gasection" data-gatext="cta-panel"> <div class="container"> <div class="row align-items-stretch"> <div class="col-lg-5 col-md-7 offset-lg-2 d-flex flex-column justify-content-end mb-3 mb-md-0"> <p class="headline-card mb-0">Learn how Qualtrics XM can help you conduct sentiment analysis</p> </div> <div class="col-lg-3 col-md-5 d-flex align-items-end"> <a class="btn btn-small btn-primary" href="/platform?utm_lp=hub-sentiment-analysis-banner">Learn more</a> </div> </div> </div> </div> </section> <section id="article-footer-section" class="bg-white" 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novalidate > <div class="d-flex justify-content-center"> <div class="spinner-incremental" role="status" hidden></div> </div> <div class="form-content"> <h3 class="feature-module mt-0 mb-3">Request Demo</h3> <div class="row"> <div class="col-12 form-group"> <input id="modal-first" data-marketo-field="FirstName" name="FirstName" class="form-control" type="text" autocomplete="given-name" required> <label for="modal-first">First Name *</label> <div class="invalid-feedback"><span class="feedback-tooltip" id="modal-first-invalid-feedback">Please enter your first name.</span></div> </div> <div class="col-12 form-group"> <input id="modal-last" data-marketo-field="LastName" name="LastName" class="form-control" type="text" autocomplete="family-name" required> <label for="modal-last">Last Name *</label> <div class="invalid-feedback"><span class="feedback-tooltip" id="modal-last-invalid-feedback">Please enter your last name.</span></div> </div> <div class="col-12 form-group"> <input id="modal-company" data-marketo-field="Company" name="Company" class="form-control" type="text" autocomplete="organization" required> <label for="modal-company">Company *</label> <div class="invalid-feedback"><span class="feedback-tooltip" id="modal-company-invalid-feedback">Please enter your company name.</span></div> </div> <div class="col-12 form-group"> <input id="modal-title" data-marketo-field="Title" name="Title" class="form-control" type="text" autocomplete="organization-title" required> <label for="modal-title">Job Title *</label> <div class="invalid-feedback"><span class="feedback-tooltip">Please enter your job title.</span></div> </div> <div class="form-group col-12"> <input id="modal-email" class="form-control" name="Email" type="email" data-marketo-field="Email" autocomplete="email" pattern="^[A-Za-z0-9._+\-']+@[A-Za-z0-9.\-]+\.[A-Za-z]{2,}$" required> <label for="modal-email">Business Email <span class="align-middle" aria-label="required">*</span></label> <div class="invalid-feedback"> <span class="feedback-tooltip" id="modal-email-invalid-feedback">Please enter a valid business email address.</span> </div> </div> <div class="col-12 form-group">  <input id="modal-phone" data-marketo-field="Phone" name="Phone" class="form-control" type="tel" pattern="(.*\d.*){8,}" autocomplete="tel" required> <label for="modal-phone">Phone Number *</label> <div class="invalid-feedback"><span class="feedback-tooltip" id="modal-phone-invalid-feedback">Please enter a valid phone number.</span></div> </div> <div class="col-12"> <div class="country-fields row"> <div class="col-12 form-group flex-wrap"> <select id="modal-country" data-marketo-field="Country" name="Country" class="form-control" onchange="MarketoLibrary.updateCountryField(event)" autocomplete="country" required> <option disabled selected value> -- select an option -- </option> <option data-code="AF" data-us-name="Afghanistan" value="Afghanistan">Afghanistan</option><option data-code="AL" data-us-name="Albania" value="Albania">Albania</option><option data-code="DZ" data-us-name="Algeria" value="Algeria">Algeria</option><option data-code="AS" data-us-name="American Samoa" value="American Samoa">American Samoa</option><option data-code="AD" data-us-name="Andorra" value="Andorra">Andorra</option><option data-code="AO" data-us-name="Angola" value="Angola">Angola</option><option data-code="AI" data-us-name="Anguilla" value="Anguilla">Anguilla</option><option data-code="AQ" data-us-name="Antarctica" value="Antarctica">Antarctica</option><option data-code="AG" data-us-name="Antigua and Barbuda" value="Antigua and Barbuda">Antigua and Barbuda</option><option data-code="AR" data-us-name="Argentina" value="Argentina">Argentina</option><option data-code="AM" data-us-name="Armenia" value="Armenia">Armenia</option><option data-code="AW" data-us-name="Aruba" value="Aruba">Aruba</option><option data-code="AU" data-us-name="Australia" value="Australia">Australia</option><option data-code="AT" data-us-name="Austria" value="Austria">Austria</option><option data-code="AZ" data-us-name="Azerbaijan" value="Azerbaijan">Azerbaijan</option><option data-code="BS" data-us-name="Bahamas" value="Bahamas">Bahamas</option><option data-code="BH" data-us-name="Bahrain" value="Bahrain">Bahrain</option><option data-code="BD" data-us-name="Bangladesh" value="Bangladesh">Bangladesh</option><option data-code="BB" data-us-name="Barbados" value="Barbados">Barbados</option><option data-code="BY" data-us-name="Belarus" value="Belarus">Belarus</option><option data-code="BE" data-us-name="Belgium" value="Belgium">Belgium</option><option data-code="BZ" data-us-name="Belize" value="Belize">Belize</option><option data-code="BJ" data-us-name="Benin" value="Benin">Benin</option><option data-code="BM" data-us-name="Bermuda" value="Bermuda">Bermuda</option><option data-code="BT" data-us-name="Bhutan" value="Bhutan">Bhutan</option><option data-code="BO" data-us-name="Bolivia" value="Bolivia">Bolivia</option><option data-code="BQ" data-us-name="Bonaire, Sint Eustatius and Saba" value="Bonaire, Sint Eustatius and Saba">Bonaire, Sint Eustatius and Saba</option><option data-code="BA" data-us-name="Bosnia and Herzegovina" value="Bosnia and Herzegovina">Bosnia and Herzegovina</option><option data-code="BW" data-us-name="Botswana" value="Botswana">Botswana</option><option data-code="BV" data-us-name="Bouvet Island" value="Bouvet Island">Bouvet Island</option><option data-code="BR" data-us-name="Brazil" value="Brazil">Brazil</option><option data-code="IO" data-us-name="British Indian Ocean Territory" value="British Indian Ocean Territory">British Indian Ocean Territory</option><option data-code="BN" data-us-name="Brunei Darussalam" value="Brunei Darussalam">Brunei Darussalam</option><option data-code="BG" data-us-name="Bulgaria" value="Bulgaria">Bulgaria</option><option data-code="BF" data-us-name="Burkina Faso" value="Burkina Faso">Burkina Faso</option><option data-code="BI" data-us-name="Burundi" value="Burundi">Burundi</option><option data-code="KH" data-us-name="Cambodia" value="Cambodia">Cambodia</option><option data-code="CM" data-us-name="Cameroon" value="Cameroon">Cameroon</option><option data-code="CA" data-us-name="Canada" value="Canada">Canada</option><option data-code="CV" data-us-name="Cape Verde" value="Cape Verde">Cape Verde</option><option data-code="KY" data-us-name="Cayman Islands" value="Cayman Islands">Cayman Islands</option><option data-code="CF" data-us-name="Central African Republic" value="Central African Republic">Central African Republic</option><option data-code="TD" data-us-name="Chad" value="Chad">Chad</option><option data-code="CL" data-us-name="Chile" value="Chile">Chile</option><option data-code="CN" data-us-name="China" value="China">China</option><option data-code="CX" data-us-name="Christmas Island" value="Christmas Island">Christmas Island</option><option data-code="CC" data-us-name="Cocos (Keeling) Islands" value="Cocos (Keeling) Islands">Cocos (Keeling) Islands</option><option data-code="CO" data-us-name="Colombia" value="Colombia">Colombia</option><option data-code="KM" data-us-name="Comoros" value="Comoros">Comoros</option><option data-code="CG" data-us-name="Congo, The Republic of the" value="Congo, The Republic of the">Congo, The Republic of the</option><option data-code="CK" data-us-name="Cook Islands" value="Cook Islands">Cook Islands</option><option data-code="CR" data-us-name="Costa Rica" value="Costa Rica">Costa Rica</option><option data-code="HR" data-us-name="Croatia" value="Croatia">Croatia</option><option data-code="CW" data-us-name="Curaçao" value="Curaçao">Curaçao</option><option data-code="CY" data-us-name="Cyprus" value="Cyprus">Cyprus</option><option data-code="CZ" data-us-name="Czech Republic" value="Czech Republic">Czech Republic</option><option data-code="CI" data-us-name="Côte d'Ivoire" value="Côte d'Ivoire">Côte d'Ivoire</option><option data-code="DK" data-us-name="Denmark" value="Denmark">Denmark</option><option data-code="DJ" data-us-name="Djibouti" value="Djibouti">Djibouti</option><option data-code="DM" data-us-name="Dominica" value="Dominica">Dominica</option><option data-code="DO" data-us-name="Dominican Republic" value="Dominican Republic">Dominican Republic</option><option data-code="EC" data-us-name="Ecuador" value="Ecuador">Ecuador</option><option data-code="EG" data-us-name="Egypt" value="Egypt">Egypt</option><option data-code="SV" data-us-name="El Salvador" value="El Salvador">El Salvador</option><option data-code="GQ" data-us-name="Equatorial Guinea" value="Equatorial Guinea">Equatorial Guinea</option><option data-code="ER" data-us-name="Eritrea" value="Eritrea">Eritrea</option><option data-code="EE" data-us-name="Estonia" value="Estonia">Estonia</option><option data-code="SZ" data-us-name="Eswatini" value="Eswatini">Eswatini</option><option data-code="ET" data-us-name="Ethiopia" value="Ethiopia">Ethiopia</option><option data-code="FK" data-us-name="Falkland Islands (Malvinas)" value="Falkland Islands (Malvinas)">Falkland Islands (Malvinas)</option><option data-code="FO" data-us-name="Faroe Islands" value="Faroe Islands">Faroe Islands</option><option data-code="FJ" data-us-name="Fiji" value="Fiji">Fiji</option><option data-code="FI" data-us-name="Finland" value="Finland">Finland</option><option data-code="FR" data-us-name="France" value="France">France</option><option data-code="GF" data-us-name="French Guiana" value="French Guiana">French Guiana</option><option data-code="PF" data-us-name="French Polynesia" value="French Polynesia">French Polynesia</option><option data-code="TF" data-us-name="French Southern Territories" value="French Southern Territories">French Southern Territories</option><option data-code="GA" data-us-name="Gabon" value="Gabon">Gabon</option><option data-code="GM" data-us-name="Gambia" value="Gambia">Gambia</option><option data-code="GE" data-us-name="Georgia" value="Georgia">Georgia</option><option data-code="DE" data-us-name="Germany" value="Germany">Germany</option><option data-code="GH" data-us-name="Ghana" value="Ghana">Ghana</option><option data-code="GI" data-us-name="Gibraltar" value="Gibraltar">Gibraltar</option><option data-code="GR" data-us-name="Greece" value="Greece">Greece</option><option data-code="GL" data-us-name="Greenland" value="Greenland">Greenland</option><option data-code="GD" data-us-name="Grenada" value="Grenada">Grenada</option><option data-code="GP" data-us-name="Guadeloupe" value="Guadeloupe">Guadeloupe</option><option data-code="GU" data-us-name="Guam" value="Guam">Guam</option><option data-code="GT" data-us-name="Guatemala" value="Guatemala">Guatemala</option><option data-code="GG" data-us-name="Guernsey" value="Guernsey">Guernsey</option><option data-code="GN" data-us-name="Guinea" value="Guinea">Guinea</option><option data-code="GW" data-us-name="Guinea-Bissau" value="Guinea-Bissau">Guinea-Bissau</option><option data-code="GY" data-us-name="Guyana" value="Guyana">Guyana</option><option data-code="HT" data-us-name="Haiti" value="Haiti">Haiti</option><option data-code="HM" data-us-name="Heard Island and McDonald Islands" value="Heard Island and McDonald Islands">Heard Island and McDonald Islands</option><option data-code="VA" data-us-name="Holy See (Vatican City State)" value="Holy See (Vatican City State)">Holy See (Vatican City State)</option><option data-code="HN" data-us-name="Honduras" value="Honduras">Honduras</option><option data-code="HK" data-us-name="Hong Kong, China" value="Hong Kong, China">Hong Kong, China</option><option data-code="HU" data-us-name="Hungary" value="Hungary">Hungary</option><option data-code="IS" data-us-name="Iceland" value="Iceland">Iceland</option><option data-code="IN" data-us-name="India" value="India">India</option><option data-code="ID" data-us-name="Indonesia" value="Indonesia">Indonesia</option><option data-code="IQ" data-us-name="Iraq" value="Iraq">Iraq</option><option data-code="IE" data-us-name="Ireland" value="Ireland">Ireland</option><option data-code="IM" data-us-name="Isle of Man" value="Isle of Man">Isle of Man</option><option data-code="IL" data-us-name="Israel" value="Israel">Israel</option><option data-code="IT" data-us-name="Italy" value="Italy">Italy</option><option data-code="JM" data-us-name="Jamaica" value="Jamaica">Jamaica</option><option data-code="JA" data-us-name="Japan" value="Japan">Japan</option><option data-code="JE" data-us-name="Jersey" value="Jersey">Jersey</option><option data-code="JO" data-us-name="Jordan" value="Jordan">Jordan</option><option data-code="KZ" data-us-name="Kazakhstan" value="Kazakhstan">Kazakhstan</option><option data-code="KE" data-us-name="Kenya" value="Kenya">Kenya</option><option data-code="KI" data-us-name="Kiribati" value="Kiribati">Kiribati</option><option data-code="KW" data-us-name="Kuwait" value="Kuwait">Kuwait</option><option data-code="KG" data-us-name="Kyrgyzstan" value="Kyrgyzstan">Kyrgyzstan</option><option data-code="LA" data-us-name="Lao People's Democratic Republic" value="Lao People's Democratic Republic">Lao People's Democratic Republic</option><option data-code="LV" data-us-name="Latvia" value="Latvia">Latvia</option><option data-code="LB" data-us-name="Lebanon" value="Lebanon">Lebanon</option><option data-code="LS" data-us-name="Lesotho" value="Lesotho">Lesotho</option><option data-code="LR" data-us-name="Liberia" value="Liberia">Liberia</option><option data-code="LY" data-us-name="Libya" value="Libya">Libya</option><option data-code="LI" data-us-name="Liechtenstein" value="Liechtenstein">Liechtenstein</option><option data-code="LT" data-us-name="Lithuania" value="Lithuania">Lithuania</option><option data-code="LU" data-us-name="Luxembourg" value="Luxembourg">Luxembourg</option><option data-code="MO" data-us-name="Macao, China" value="Macao, China">Macao, China</option><option data-code="MK" data-us-name="Macedonia, North" value="Macedonia, North">Macedonia, North</option><option data-code="MG" data-us-name="Madagascar" value="Madagascar">Madagascar</option><option data-code="MW" data-us-name="Malawi" value="Malawi">Malawi</option><option data-code="MY" data-us-name="Malaysia" value="Malaysia">Malaysia</option><option data-code="MV" data-us-name="Maldives" value="Maldives">Maldives</option><option data-code="ML" data-us-name="Mali" value="Mali">Mali</option><option data-code="MT" data-us-name="Malta" value="Malta">Malta</option><option data-code="MH" data-us-name="Marshall Islands" value="Marshall Islands">Marshall Islands</option><option data-code="MQ" data-us-name="Martinique" value="Martinique">Martinique</option><option data-code="MR" data-us-name="Mauritania" value="Mauritania">Mauritania</option><option data-code="MU" data-us-name="Mauritius" value="Mauritius">Mauritius</option><option data-code="YT" data-us-name="Mayotte" value="Mayotte">Mayotte</option><option data-code="MX" data-us-name="Mexico" value="Mexico">Mexico</option><option data-code="FM" data-us-name="Micronesia" value="Micronesia">Micronesia</option><option data-code="MD" data-us-name="Moldova" value="Moldova">Moldova</option><option data-code="MC" data-us-name="Monaco" value="Monaco">Monaco</option><option data-code="MN" data-us-name="Mongolia" value="Mongolia">Mongolia</option><option data-code="ME" data-us-name="Montenegro" value="Montenegro">Montenegro</option><option data-code="MS" data-us-name="Montserrat" value="Montserrat">Montserrat</option><option data-code="MA" data-us-name="Morocco" value="Morocco">Morocco</option><option data-code="MZ" data-us-name="Mozambique" value="Mozambique">Mozambique</option><option data-code="MM" data-us-name="Myanmar" value="Myanmar">Myanmar</option><option data-code="NA" data-us-name="Namibia" value="Namibia">Namibia</option><option data-code="NR" data-us-name="Nauru" value="Nauru">Nauru</option><option data-code="NP" data-us-name="Nepal" value="Nepal">Nepal</option><option data-code="NL" data-us-name="Netherlands" value="Netherlands">Netherlands</option><option data-code="NC" data-us-name="New Caledonia" value="New Caledonia">New Caledonia</option><option data-code="NZ" data-us-name="New Zealand" value="New Zealand">New Zealand</option><option data-code="NI" data-us-name="Nicaragua" value="Nicaragua">Nicaragua</option><option data-code="NE" data-us-name="Niger" value="Niger">Niger</option><option data-code="NG" data-us-name="Nigeria" value="Nigeria">Nigeria</option><option data-code="NU" data-us-name="Niue" value="Niue">Niue</option><option data-code="NF" data-us-name="Norfolk Island" value="Norfolk Island">Norfolk Island</option><option data-code="MP" data-us-name="Northern Mariana Islands" value="Northern Mariana Islands">Northern Mariana Islands</option><option data-code="NO" data-us-name="Norway" value="Norway">Norway</option><option data-code="OM" data-us-name="Oman" value="Oman">Oman</option><option data-code="PK" data-us-name="Pakistan" value="Pakistan">Pakistan</option><option data-code="PW" data-us-name="Palau" value="Palau">Palau</option><option data-code="PS" data-us-name="Palestine" value="Palestine">Palestine</option><option data-code="PA" data-us-name="Panama" value="Panama">Panama</option><option data-code="PG" data-us-name="Papua New Guinea" value="Papua New Guinea">Papua New Guinea</option><option data-code="PY" data-us-name="Paraguay" value="Paraguay">Paraguay</option><option data-code="PE" data-us-name="Peru" value="Peru">Peru</option><option data-code="PH" data-us-name="Philippines" value="Philippines">Philippines</option><option data-code="PN" data-us-name="Pitcairn" value="Pitcairn">Pitcairn</option><option data-code="PL" data-us-name="Poland" value="Poland">Poland</option><option data-code="PT" data-us-name="Portugal" value="Portugal">Portugal</option><option data-code="PR" data-us-name="Puerto Rico" value="Puerto Rico">Puerto Rico</option><option data-code="QA" data-us-name="Qatar" value="Qatar">Qatar</option><option data-code="RO" data-us-name="Romania" value="Romania">Romania</option><option data-code="RU" data-us-name="Russia, excluding Crimea" value="Russia, excluding Crimea">Russia, excluding Crimea</option><option data-code="RW" data-us-name="Rwanda" value="Rwanda">Rwanda</option><option data-code="RE" data-us-name="Réunion" value="Réunion">Réunion</option><option data-code="BL" data-us-name="Saint Barthélemy" value="Saint Barthélemy">Saint Barthélemy</option><option data-code="SH" data-us-name="Saint Helena, Ascension and Tristan da Cunha" value="Saint Helena, Ascension and Tristan da Cunha">Saint Helena, Ascension and Tristan da Cunha</option><option data-code="KN" data-us-name="Saint Kitts and Nevis" value="Saint Kitts and Nevis">Saint Kitts and Nevis</option><option data-code="LC" data-us-name="Saint Lucia" value="Saint Lucia">Saint Lucia</option><option data-code="MF" data-us-name="Saint Martin (French part)" value="Saint Martin (French part)">Saint Martin (French part)</option><option data-code="PM" data-us-name="Saint Pierre and Miquelon" value="Saint Pierre and Miquelon">Saint Pierre and Miquelon</option><option data-code="VC" data-us-name="Saint Vincent and the Grenadines" value="Saint Vincent and the Grenadines">Saint Vincent and the Grenadines</option><option data-code="WS" data-us-name="Samoa" value="Samoa">Samoa</option><option data-code="SM" data-us-name="San Marino" value="San Marino">San Marino</option><option data-code="ST" data-us-name="Sao Tome and Principe" value="Sao Tome and Principe">Sao Tome and Principe</option><option data-code="SA" data-us-name="Saudi Arabia" value="Saudi Arabia">Saudi Arabia</option><option data-code="SN" data-us-name="Senegal" value="Senegal">Senegal</option><option data-code="RS" data-us-name="Serbia" value="Serbia">Serbia</option><option data-code="SC" data-us-name="Seychelles" value="Seychelles">Seychelles</option><option data-code="SL" data-us-name="Sierra Leone" value="Sierra Leone">Sierra Leone</option><option data-code="SG" data-us-name="Singapore" value="Singapore">Singapore</option><option data-code="SX" data-us-name="Sint Maarten (Dutch part)" value="Sint Maarten (Dutch part)">Sint Maarten (Dutch part)</option><option data-code="SK" data-us-name="Slovakia" value="Slovakia">Slovakia</option><option data-code="SI" data-us-name="Slovenia" value="Slovenia">Slovenia</option><option data-code="SB" data-us-name="Solomon Islands" value="Solomon Islands">Solomon Islands</option><option data-code="SO" data-us-name="Somalia" value="Somalia">Somalia</option><option data-code="ZA" data-us-name="South Africa" value="South Africa">South Africa</option><option data-code="GS" data-us-name="South Georgia and the South Sandwich Islands" value="South Georgia and the South Sandwich Islands">South Georgia and the South Sandwich Islands</option><option data-code="KR" data-us-name="South Korea" value="South Korea">South Korea</option><option data-code="SS" data-us-name="South Sudan" value="South Sudan">South Sudan</option><option data-code="ES" data-us-name="Spain" value="Spain">Spain</option><option data-code="LK" data-us-name="Sri Lanka" value="Sri Lanka">Sri Lanka</option><option data-code="SD" data-us-name="Sudan" value="Sudan">Sudan</option><option data-code="SR" data-us-name="Suriname" value="Suriname">Suriname</option><option data-code="SJ" data-us-name="Svalbard and Jan Mayen" value="Svalbard and Jan Mayen">Svalbard and Jan Mayen</option><option data-code="SE" data-us-name="Sweden" value="Sweden">Sweden</option><option data-code="CH" data-us-name="Switzerland" value="Switzerland">Switzerland</option><option data-code="TW" data-us-name="Taiwan, China" value="Taiwan, China">Taiwan, China</option><option data-code="TJ" data-us-name="Tajikistan" value="Tajikistan">Tajikistan</option><option data-code="TZ" data-us-name="Tanzania" value="Tanzania">Tanzania</option><option data-code="TH" data-us-name="Thailand" 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