What do researchers use Twitter to learn about? How is research conducted?
Researchers lean on Twitter to better understand the live opinions of consumers across the globe. Using Brandwatch, a Twitter Official Partner, researchers gain access to all Tweets dating back to 2010.
That means they can measure consumer trends over time, spot new topics, and understand current consumer opinion. This data informs decisions at the world’s largest organizations on everything from marketing strategy to product development.
From an AI standpoint, it’s sometimes difficult to tell exactly what a user means. If a Tweet said, “I love apple and tesla.” It’s very difficult for software to read this Tweet and tell if the user means Apple the company, or apple juice.
How have researchers tried to tackle this problem?
For researchers, creating a search that only collects the desired context of certain words can be difficult. Let’s continue with Apple as an example. Searching for the term “Apple” will bring back mentions of the company, but also mentions of apple pie, apples (the fruit), apple juice, even Apple Records (the record company founded by the Beatles).
To remove all these unintended contexts of the term “Apple”, researchers have to spend hours writing a complex search that only looks for Tweets that reference Apple the company and not any of the other uses of that term.