Customer sentiment analysis: why sentiment isn't emotion
Sentiment is the guiding light you can track. Emotion is the rainbow that explains it, and every organisation's rainbow is different.
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Customer sentiment analysis: why sentiment isn't emotion
Sentiment is the guiding light you can track. Emotion is the rainbow that explains it, and every organisation's rainbow is different.
Scottish Twitter — How to understand your customers when they all speak their own language
Scottish Twitter changed online conversation. Here's what that means for anyone trying to get actionable insight from messy, real-world language.
4 February 2026 · Reading Customers Right
Steve Erdal
Chief Scientific Officer — Wordnerds
Steve is our Chief Scientific Officer and a self-confessed word nerd. He makes sure the science under the platform is genuinely clever, not just clever-sounding, leading the language and sentiment models that read millions of customer comments and work out what people really mean. His real love is corpus linguistics: finding the patterns hiding in large collections of text. He writes about text analytics, AI, and what machines can understand about how customers feel, and what they still can't.
Areas of expertise
- Natural language processing
- Text analytics
- Sentiment analysis
- AI and machine learning
- Voice of the Customer
Articles by Steve Erdal
Customer sentiment analysis: why sentiment isn't emotion
Sentiment is the guiding light you can track. Emotion is the rainbow that explains it, and every organisation's rainbow is different.
Scottish Twitter — How to understand your customers when they all speak their own language
Scottish Twitter changed online conversation. Here's what that means for anyone trying to get actionable insight from messy, real-world language.
4 February 2026 · Reading Customers Right