Northern Light tool extracts meaning from market research reports

BarbaraAnalyst relations

Northern Light today introduced MI Analyst(TM), an automated “meaning extraction” application designed specifically for market intelligence and market research. By combining free-text searching with advanced text analytics, MI Analyst speeds and improves a researcher’s ability to analyze reports from internal and external sources, identifying the strategy issues and suggesting the business implications of the analyzed content.

MI Analyst adds value by extracting meaning from search results, mining market research content for relevant competitive intelligence and market trends. For example, MI Analyst highlights threats and opportunities regarding products, market share, pricing, new technologies, marketing partnerships, and corporate strategy.

MI Analyst can read all the market intelligence reports and articles a company creates or licenses from third-party sources. The application then can tell the researcher what is in the documents, suggest what business issues they address, and direct the researcher to the documents that are most interesting based on their meaning rather than on their statistically-derived search relevance.

In addition, MI Analyst can discern the tone of content – for example, assessing which market research reports and research analysts reflect a positive sentiment and which ones demonstrate a negative sentiment about a company and its competitors. Such sentiment scoring can be particularly useful in an analyst relations setting where marketing personnel need to monitor and influence analyst coverage. Using entity extraction, MI Analyst also calls out business-critical facets of searched content, including companies, venture funded companies, technologies, markets, job titles, business issues, government agencies, identified phrases, and market research vendors.

“At Northern Light, we are defining the future for the automated analysis and discovery of business meaning from large stores of market intelligence content,” C. David Seuss, Northern Light’s CEO, said. “Search engines must evolve to have in-depth understanding of the searched material, what we call meaning extraction.

“MI Analyst is available immediately from Northern Light as an added-value option for SinglePoint(TM) enterprise market research portals. SinglePoint is the only turnkey enterprise search application that provides centralized search, analysis, and access for diverse sources of internal, external, and licensed market intelligence. Offered in a secure, hosted, user self-service portal environment, SinglePoint is customized to the precise market research and competitive intelligence purposes of each of Northern Light’s enterprise clients. Unlimited enterprise-wide access to MI Analyst starts at $48,000 annually. There is also a one-time set-up fee starting at $36,000 for customization of the solution to a client’s requirements.