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JARGON BUSTERS

What is NLP?

Natural Language Processing (NLP) put most simply is the field of using computers to understand and analyse human language (inclusive of sarcasm, colloquialisms, emojis etc.) to gain an accurate depiction of its content and sentiment. It means we can read and make sense of millions of pieces of consumer generated digital content within a matter of seconds.

What is TPV?

TPV is a scientific ranking metric that helps brands identify which trends to prioritise for action. It assigns a comparative value to each of the thousands of trends within a category, enabling trends to be ranked objectively based on their predicted importance in +6 months’ time.

What is Machine Learning?

A subset of AI that includes statistical techniques that enable machines to improve at tasks with experience. We use Machine Learning to solve complex problems where defining the rules of what the solution has to DO is impossible. Instead of programming rules we teach the machine via examples, so we define what we EXPECT from it and the machine learns the rules. For instance, giving precise and robust rules why a Social media post is positive/negative/neutral is impossible. Instead, we manually label several thousand posts then make the machine learn the rules based on this training dataset.

What is AI?

Artificial Intelligence (AI) is a broad term for techniques that enable machines or programmes to perform what are deemed as ‘intelligent tasks’ otherwise performed by a human with much greater capacity and speed. We use forms of AI, namely NLP and Machine Learning, to turn unstructured Social data into meaningful business intelligence.
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We’ll be in touch soon. Until then, here’s some reading to whet your appetite.

Pride month looks a little different this year doesn’t it? The murder of George Floyd and the Black Lives Matter protests that have followed have highlighted some truths for our LGBTQ+ community, with one being that in many places, Pride is no longer about the people who started it. When we think of the work of activists such as Marsha P. Johnson (American gay liberation activist and drag queen) and Silvia Rivera (Latina American gay liberation and transgender rights activist), and their leadership roles in the Stonewall Riots, we realise that our Black LGBTQ+ community was at the very heart of the Gay Liberation Movement, and that the fight they fought paved the way for all of us to have the rights we enjoy today. Marsha P Johnson: ‘America’s first transgender statue’ will …Marsha P. Johnson and Sylvia Rivera in 1973 As an out and active member of the LGBTQ+ community, I have realised how important it is that we educate ourselves and speak out on matters such as the Black Lives Matter movement too. It seems beyond hypocritical to enjoy the freedom many of us now have, without giving something back to the people who started it. In 2018, Stonewall revealed that 51% of BAME LGBTQ+ people reported having experienced racism in the LGBTQ+ community. This number rises to 61% for black LGBTQ+ people. Sadly, when these individuals speak up about their experiences, they say they are often met with doubts, challenges and defensiveness. It cannot always be their responsibility to educate others (including their white LGBTQ+ friends). Therefore, it is important that allies educate themselves, by doing research and listening to BAME LGBTQ+ voices whenever possible. When someone tries to explain why something is racist, it’s crucial not to become defensive – it’s crucial that we own our mistakes, biases and privileges, and believe someone when they explain how something impacts them. I am glad to see more research being done into the specific experiences of LGBTQ+ communities, but we can’t eradicate anti-LGBTQ+ attitudes in any meaningful way if we don’t at the same time work to tackle both the racism and sexism that continues to exist. To make real change for LGBTQ+ women and men, as a community, we need to challenge homophobia, biphobia, transphobia, sexism, and racism all at the same time. It is a big issue, but one that’s gaining traction. As we ALL become more visible, we become more powerful, and this year’s Pride is a perfect opportunity to lift the voices of black members of the LGBTQ+ community who are […]

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What a long time eight weeks can be. It’s enough time to lose a stone in weight on the NHS weight loss plan… impressive changes, but they pale in comparison to the changes we’ve seen since we started our Covid-19 webinar series. Consumer conversations, behaviours and trends are shifting so quickly that eight weeks has felt more like eight years. Learn more about our conversation with Mondelez and their perspective on the current climate.

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A week may be a long time in politics, but a fortnight can feel like a lifetime in lockdown. Based on our fortnightly COVID-19 reports, which cover both broad societal and category specific topics, it seems that two weeks is the cycle time for change. In this, our third fortnightly webinar, the overriding observation is how consumers are changing from thinking about life after the virus, to finding ways to adapt and live through it.

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