The usual goal of sentiment analysis is to provide numeric measures of positive or negative valence for brands, products, and commodities, which can be aggregated over time or geographical regions to analyze patterns and trends. Dr. Shlomo Argamon discusses some new methods he and his team are developing which extend this paradigm in two ways. First, their systems analyze more aspects of each individual sentiment expression, including different types of attitude ("unwieldy" vs. "unreliable"), comparisons ("X is better than Y"), evaluative trends ("X is improving"), and modality ("possibly" vs. "likely" vs. "definitely"). Secondly, they are combining sentiment analysis with their methods for automated authorship profiling, which label texts with author characteristics such as gender, age, native language, education level, and so forth. When this is done, a new type of analysis emerges: data mining can be used to find "sentimental market segments", discovering, for example, that opinion is trending upwards for males aged 20-30, but downwards 30-50 year-olds who did not attend college. He presents some of their research results and discuss the implications for future applications and developments in sentiment analytics.

1. Sentimental Market Segmentation Shlomo Argamon Illinois Institute of Technology Department of Computer Science Chicago, IL Sentiment Analysis Symposium April 13, 2010, New York, NY

2. Sentiment Analysis…

4. Sentiment Analysis… What are they thinking? What do they want? What will they buy?

6. More Generally… The Market (potential) Customers

7. Customer Model Perceptions Choices Products & Features Advertising Potential Customer Opinions Texts Needs & Wants

8. Customer Model Perceptions Products & Features Advertising Potential Customer Opinions Texts Needs & Wants Choices

9. Customer Model Perceptions Products & Features Advertising Potential Customer Opinions Texts Needs & Wants Choices

10. Customer Model Perceptions Products & Features Advertising Potential Customer Opinions Texts Needs & Wants Choices

11. Customer Model Products & Features Advertising Potential Customer Opinions Texts Needs & Wants Perceptions Perceptions Perceptions Choices

12. Customer Model Products & Features Advertising Opinions Texts Needs & Wants Perceptions Perceptions Perceptions Potential Customer Potential Customer Potential Customer Potential Customer Choices

13. Customer Model Products & Features Advertising Opinions Texts Needs & Wants Perceptions Perceptions Perceptions Potential Customer Potential Customer Potential Customer Potential Customer Choices

14. Customer Model Products & Features Advertising Opinions Texts Needs & Wants Perceptions Perceptions Perceptions Potential Customer Potential Customer Potential Customer Potential Customer Choices ?

16. Perceptual Maps

17. Community Maps

19. Sentiment Analysis

20. Document Filter ( topic, source ) Sentiment Classifier Trend Snapshot Multidimensional

21. Topic Classifier Topic/Sentiment Correlation Trend Snapshot Multidimensional Sentiment Finder

22. Target Finder Target/Sentiment Correlation Trend Snapshot Multidimensional Sentiment Finder

24. Detailed Sentiment Finder Target Finder Sentiment Complexes Authorship Profiling Demographic Trends Perceptual Map Customer Map Demographic Profiles

25. Detailed Sentiment Finding

26. Detailed Sentiment Finding Complex Sentiment Expressions Find Chunks ( attitudes, targets, hinges,… ) Chunks Expression Linkage Disambiguation Texts Lexicon Linkage Rules Dependency Parsing Syntactic Relations

27. Different kinds of sentiment

28. Syntactic Linkage

29. More complex patterns

31. Authorship Profiling

37. Prototype Results

40. Trend Analysis

41. Apartment sentiment by gender

42. Apartments - gender difference

43. Sarah Palin - gender difference

44. Market Mapping

45. Perceptual Map - Relationships

46. Perceptual Map - Relationships

47. Perceptual Map - Issues

48. Perceptual Map - Issues

49. Community Map - Issues

50. Perceptual Map - Politicians

51. Community Map - Relationships

52. Community Map - Marriage