How to Create Brand-Essence Insights

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TEXTIENT BRAND-ESSENCE is a qualitative insights report generated by running Cognitive Brand analytics on the TEXTIENT Platform. It provides strategic brand & marketing insights from social media communications/content mined from Facebook, Twitter or YouTube. The insights are predicted by deciphering consumer psychology and behavioural aspects using IBM Watson’s cognitive technologies.

Broader notion of a brand applied to Brand insights or Market research

Brand is a broader construct in TEXTIENT Analytics parlance. For instance, you may use Lay’s chips Facebook page to understand its brand position, appeal etc from the perspective of a brand or a product. In another sense, You may also use twitter to search and mine what people are saying about “Potato chips” or say a YouTube video reviewing ‘potato chips’ in general for which where consumers are talking through comments. This can be used for Market research say to find the ‘Potato chips’ trends through our dimensions of (Anthropomorphic) Brand personality and Brand experience.

Visit website , Log in to our website if an account has been created. If you are a new user, please register to get your account activated.

Once you log-in to the TEXTIENT using your Email Address and password, you will be taken to the Dashboard.  In the Dashboard you can perform the following tasks.

1. Create A Dataset.

  • Create a dataset for a brand, product or service from the social media touch points viz Facebook, Twitter, Youtube or from your own data.
  • View the datasets those you have created.
  • Get details about specific dataset.
  • Perform Actions on a specific dataset.

2. Generate Insights.

  • Create the TEXTIENT Brand-Essence, Negative Brand Impact, Consumer DNA and Negative Consumer DNA Insights report using the Dataset you have created.  
  • View and perform actions on Insights reports.

3. View Your TEXTIENT Insights.

  • View your Insights reports.
  • Get details about specific Insights report.
  • Perform Actions on a specific Insights report.

Please find below the screenshot of Dashboard.

From the Dashboard, you can get started using the following steps to create BRAND-ESSENCE Insights Report.

  • Step-1: Here we define the Insights Report parameters including the type of Report, name(s) of the Dataset and Report Dimensions to use for Insights generation. Next, We run the Cognitive analytics job on your DATASET(s) to generate the TEXTIENT BRAND-ESSENCE Insights Report.
  • Step-2: Here you can view, download the selected Brand-Essence Insights Report for getting detailed insights.  Here you can  perform the following – Get Details of the Insights Report, View Insights Report, Download Insights Report,  Download Metrics and  Delete Insights Report.

Please refer the below instructions to perform the above mentioned steps to create and view the BRAND-ESSENCE Insights Report.


Create a Brand-Essence Insights Report from DATASET(s): E.g. from the Dataset Audi A4 DSI, Facebook page .

  • In the TEXTIENT Dashboard, click on the INSIGHTS Tab in left hand side, you will be taken to the INSIGHTS page .
  • From the INSIGHTS page, click on the “Generate Insights” green button .

Please refer to the screenshot below .

You will be now be taken to the “Select & Generate Insight” page. Here we run this analytics to gain brand insights from consumer communications. We can choose one or more data-sets (up to 5) you have created pertaining to a single brand (i.e. brand in the notion of a category, product, service or an organization).

Please refer to the screenshot of the Select and Generate Insight page.

Now, click on the Green “Select” button for the row 1.Brand-Essence Insights .

You will be taken to the “Create Insight” page. Now, Select the Dataset for which you want to run a Brand-Essence Insights report:

Let’s say we want to select Audi A4 DSI dataset, Click on that Dataset entry row element for which you want to run the Brand-Essence Insights report. It gets highlighted with yellow colour. Please refer to the screenshot given below.

  • Provide a Report name and tags to associate the report.
  • Select the Brand-Essence Report dimensions that you want to analyse or Select all.
  • Enter the Report Scenario (Optional)

Please refer the screenshot below for Brand-Essence Insights Report creation:

Once you enter these information, please REVIEW all your entered/selected infromation from top of the current page. If the displayed information in the page is correct and as per you need, click on the Green coloured “Create ” button.

This will run the Cognitive analytics Job to generate the BRAND-ESSENCE Insights Report which represents the minds of hearts of the consumers (human-truth) . A new report job will get initiated to this effect and you can see that in the Jobs page. Please refer the screenshot given below.

Note: The Brand-Essence predictive analytics and Insights Report generation will take approx. 30 to 45 mins. Once it is completed, you will get an e-mail notification. You may then login to your account in our website to view or download the Insights report.


Access and Perform Actions on Brand-Essence Insights Report that you have created.

Once you receive the Brand-Essence Insights report created intimation to your registered e-mail id, login to your account from our website

Go to the Insights page (Click on the INSIGHTS Tab in the Dashboard) .

You should see your Insights Report under the INSIGHTS Reports History .

Insights Report Actions

Locate your Report, Click on its”Details” button to view the parameter details about the Report. Click “Close” to exit to the Reports History page.

Click the “Actions” button and select “View Report” or “Download Report” or “Download Metrics” as per your need.

You may decide to delete the the “Insights Rerport” if it was incorrectly created or for other reasons. Click on “Delete Report” for the same.

Please refer the Insights – View/Download screenshot given below.

Go through the “Insights Report” to infer and gain various Brand-Essence insights for the Audi car.

TEXTIENT Brand-Essence Report Interpretations:

All the predicted dimensions and strengths in the insights report are Qualitative. They are based on the implicit analysis. The analytic outcomes provided as insights in the report primarily indicate the evidences and correlations.

The findings have to be subjectively aligned primarily against the digital touchpoint of a Brand(e.g. twitter) against which the analytics have been carried out. While the findings may have direct or indirect implications to the brand based on its functioning, events or competitive forces, the findings should not be construed as being deterministic and in its entirety. Our predictive findings are only correlations and provide strong cues depending on consumer perceptions and experiences implicitly reported.

For example, if we find a bank’s “Caregiver” personality is moderate or lower, it does not mean entirely that the bank is not a “Caregiver” as a whole.

Archetypes Dimensions – Brand Appeal and Behavior Sometimes the dominant (top 1 or 2) brand personality archetypes predicted may indicate the typical market or category stereo-types the product or service is positioned at due to people’s common perceptions of these archetypes. So, the strength of this may be used for comparing with a market segment or competitor’s product.

An example to describe this is: All bottled waters are perceived to be safe. So “safe” here is a category of Caregiver. Another example to cite is most of the film actors are perceived to be attractive (“Hero”)

Please view the below video to understand the above steps.