Marketing insights from text analysis

Jonah Berger*, Grant Packard, Reihane Boghrati, Ming Hsu, Ashlee Humphreys, Andrea Luangrath, Sarah Moore, Gideon Nave, Christopher Olivola, Matthew Rocklage

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


Language is an integral part of marketing. Consumers share word of mouth, salespeople pitch services, and advertisements try to persuade. Further, small differences in wording can have a big impact. But while it is clear that language is both frequent and important, how can we extract insight from this new form of data? This paper provides an introduction to the main approaches to automated textual analysis and how researchers can use them to extract marketing insight. We provide a brief summary of dictionaries, topic modeling, and embeddings, some examples of how each approach can be used, and some advantages and limitations inherent to each method. Further, we outline how these approaches can be used both in empirical analysis of field data as well as experiments. Finally, an appendix provides links to relevant tools and readings to help interested readers learn more. By introducing more researchers to these valuable and accessible tools, we hope to encourage their adoption in a wide variety of areas of research.

Original languageEnglish (US)
Pages (from-to)365-377
Number of pages13
JournalMarketing Letters
Issue number3
StatePublished - Sep 2022


  • Automated textual analysis
  • Language
  • Natural language processing

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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