Communication has always been a core part of a company's strategy, as they strive to tempt consumers into making that crucial purchase. Now – thanks to big data - brands are using language analysis to get closer to their customers.
A growing number of businesses are working with specialist firms to conduct in-depth analysis of how their customers talk. One such firm is Relative Insight, which was founded by a team of researchers from the U.K.'s Lancaster University.
The company started by using its language analysis technology to help the police identify criminals – for example, to determine whether a chat room user was a 12-year old girl or a 55-year-old man imitating a 12-year-old girl.