Text Analytics FAQs

Thematic Coding, Sentiment Analysis & Open-Ended Insights

1. What is AI Text Analytics?

AI text analytics uses artificial intelligence to find patterns, themes, and sentiment in large volumes of open-ended or unstructured text. Fathom’s human-in-the-loop AI quickly identifies themes and groups responses, so your team can review and revise the code frame, before AI tags every response and gives you results in a powerful analytics dashboard.

2. How does Human-in-the-Loop Text Analytics work?

Human-in-the-loop means experts check and refine AI-generated results, adding context and nuance that pure automation often misses. Fathom’s built-in expert review ensures your themes and sentiment results are clear.

3. What is Thematic Analysis?

Thematic analysis groups open-ended feedback into patterns or themes so you can understand what people are saying and why. Fathom helps you auto-generate themes and refine them with expert review for maximum nuance, detail and accuracy.

4. What is Sentiment Analysis?

Sentiment analysis measures the emotional tone of open-ended responses — positive, negative, or neutral. Fathom blends sentiment scoring with thematic coding so you see not just how people feel, but why.

5. Manual vs Automated Coding: What’s the difference?

Manual coding means humans tag responses by hand, while automated coding uses AI to do it faster. Fathom’s human guided solution combines AI for speed, scale, and human control to ensure you get the insight needed for high-stakes analysis.

6. How do I create a code frame for open-ended responses?

A code frame is a structured list of themes or categories for grouping responses. Fathom can auto-generate code frames or import your custom frameworks, then refine them with human oversight. Learn for your use case.

7. How do I analyze open-ended customer feedback?

Group comments by themes and sentiment to uncover what matters most to your customers. Common approaches include either deductive or inductive coding, and latent or semantic coding. Learn which to use for your use case. ( NEED TO ADD LINKS)

8. How can I find drivers of satisfaction from survey responses?

Look for patterns in coded themes and connect them to your metrics to see what’s driving satisfaction or churn. Fathom makes this easy to segment coded themes to closed-ended data, to support drivers analysis with statistical confidence.

9. When should I use Sentiment vs Thematic Analysis?

Use sentiment to measure emotion and thematic analysis to understand the reasons behind it. Fathom combines both in one workflow, so you get the full story in a single view.

10. How do I analyze NPS comments?

Apply a code frame to group comments by theme, then connect themes to your score ranges to find what drives promoters or detractors. Fathom’s analytics dashboard streamlines analysis by segment so you can quickly and easily identify key themes for each segment. You can watch the NPS webinar to learn more.

Ready to turn open-ended feedback into actionable insight?

Fathom turns open-ended feedback into clear, actionable insights by combining AI speed with expert review — helping you uncover both what people say and why.

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