The Ferret chews through customer comments at lightning speed and delivers real-time results
to your organisation. It filters vital feedback from chatter; keeping your finger on the pulse and
focusing attention where it matters.
Feedback Ferret’s text analysis engine delivers world leading levels of accuracy and we undertake
all the coding and programming ourselves.
By doing what we do best (text analytics), our clients are able to focus their time and efforts on
what they do best (making happy customers).
Our engine does not use any type of automatic machine learning. Rather, we have a team of
people who have built and constantly improve our Lexicon because we believe this is the most
accurate way of interpreting all the weird and wonderful things people say when talking about
The Ferret does all the heavy lifting – you simply receive the results.
ContentsDelivering world leading
levels of accuracy
How it works
Step 1: Topic Extraction:
All text comments are processed against the Feedback Ferret Lexicon. The Lexicon is compiled
from ‘Case Based’ human interpretation of feedback content to ensure accurate contextual
Every sentence is analysed for every contextual phrase, so you can understand everything
customers are telling you. There is no limit to the length of the comments that we analyse.
All this ensures:
Accuracy: ensuring that all relevant comments are extracted from the data
Categorization: clustering text into usable Categories
Poor quality raw data: achieving high accuracy rates despite poor grammatical
quality of the source data
Sentiment scoring: all text is contextually analyzed and scored for sentiment
Step 2: Reporting Topics
Reporting Topics are created from the underlying Lexicon results. These can be simple – just one
tightly focused Category (e.g. ‘Angry customer’ or ‘Angry staff’’), or they may be complex
combinations to accurately define detailed subject matter.
We provide several ‘industry standard’ topic sets, plus we tailor topic sets to meet individual
client requirements. All Reporting Topics undergo continuous quality checking and
improvements so that you can always rely on our high levels of accuracy.
All this ensures:
Accuracy: confidence that the topics show correct results
Granularity: the right levels of topic granularity for your business needs
Usability: tailored reporting topics for your business, not simply “one size fits all”
Example topic groups and names
Below is an example of actual customer commentary received and coded by Feedback Ferret:
Contextual analysis of feedback comments
Spelling & Grammar
No correction is needed for poor spelling, grammar or punctuation in the source data.
Feedback Ferret effectively handles misspellings, poor grammar and bad punctuation to
ensure accurate topic coding.
Text-speak & Emoticons:
Feedback from SMS text messages and social media channels can be full of emoticons and
The Feedback Ferret Lexicons have extensive contextual content to categorize this type of
False Positives & Negatives
Often a problem in automated text analytics, Feedback Ferret ensures very high levels of
accuracy for categorizing false positive and negative statements.
When it comes to using the feedback and acting on the results in your business, it is
imperative that you should be confident of accurate identification of these positive and
All text is scored for sentiment, i.e. how positively or negatively the customer has expressed
The sentiment scoring takes into account the contextual meaning of comments, not simply a
count of positive and negative words.
For practical purposes, sentiment scores are grouped into 7 bands, from Extremely Positive
to Extremely Negative.
The detailed numeric sentiment scores are also retained for use in analytics and reporting.
Only problem at the moment is
telephone cues on the inquiries
line Telephone Answering – Poor
i'm now a positive advocate
I COULD NOT HONESTLY THINK
OF A BETTER CAR Vehicle – Good
Brand names, Jargon, Colloquialisms
The Feedback Ferret Lexicons are enhanced with your brand names, distributor names,
industry jargon, key personnel, etc. and this is continuously updated from the ‘Case Based’
analysis of feedback data.
A wide and ever-growing range of colloquialisms, euphemisms, slang, sarcastic and ironic
statements are incorporated into the Lexicon for accurate coding of text comments.
Tailored Reporting Topics
We create custom reporting topics for every client based on your business needs and on
what your customers are saying.
Standard industry topic sets are available for immediate progress.
The level of granularity for reporting topics is easily tailored to suit your business needs.
The reporting topics can be amended and updated over time.
More genuine examples of customer feedback comments show how the Ferret’s automated text
analysis engine categorizes the source data into contextually accurate Reporting Topics:
I wanted to get a
cardigan in size 12 but
they only had it in
– Jumpers & Cardigans
Availability – Poor
Colour - Orange
getting new blood in
Staff – Recruitment
He drove me potty Dissatisfied
I’m still waiting for my first bill
Invoice Process – Poor
They're all a bunch of
At no time did I feel I
had been bait and
Sales Process – Good
Honesty - Good
The Apple customer
service was excellent
Customer Service - Good
someone at this point
had apologised No Apology
I am still waiting for Bill to call me. Telephone Communication – no follow-up
Shes clearly not the
apple of her
manager's eye Staff Quality - Poor
I’m on Orange but the
connection was poor
Orange Mobile Network
Mobile Signal - Poor
Your orange juice is
the best I’ve ever
I wanted a Little
Angels potty but they
had run out Baby Equipment
Availability - Poor
UK / Head Office
Feedback Ferret Ltd
The Old Barrel Store
Marlow SL7 2FF
+44 (0) 1628 681 088
Vice President, Client Services
Feedback Ferret, Inc.
150 North Michigan Avenue
Chicago, IL 60601
+1 (312) 291 4629
Feedback Ferret SA (Pty) Ltd
3 Waterford Office Park
Waterford Drive, Fourways, 2055
+27 (0) 11 2511980
c/o SmartLife Polska,
a division of Retail Partner Polska Group
ul. 25 Stycznia 18,
62-080 Tarnowo Podgórne
+48 (509) 445 564
Feedback Ferret® and the Feedback Ferret logo are Registered Trademarks of Feedback Ferret Ltd.