Relative Insight is a technology and analytics firm founded in 2012 with offices in

London London is the capital and largest city of England and the United Kingdom, with a population of just under 9 million. It stands on the River Thames in south-east England at the head of a estuary down to the North Sea, and has been a majo ...

and Lancaster. The firm uses technology originally created for crime detection to help brands interact with their audiences. Using comparative language algorithms, the technology platform compares language sets to detect linguistic and attitudinal differences between consumers and brands, and language differences over time. It detects statistically significant differences in words, topics, style and grammar to help brands determine how to interact with consumers and in what context. Clients are a mixture of brands as well as creative and media agencies including

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, and

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. Relative Insight analyses the way a brand's target audience speaks online – for example on Facebook, Twitter, in comments and on forums – and provides insight to the brand on how best to appeal to this audience.

History

Relative Insight was spun out of

Lancaster University Lancaster University (legally The University of Lancaster) is a public university, public research university in Lancaster, Lancashire, Lancaster, Lancashire, England. The university was established in 1964 by royal charter, as one of several pla ...

in 2012 by founders Phil Greenwood and James Walkerdine, who were joined by Ben Hookway and Rich Wilson in 2013. The technology was originally developed through a 10-year research project with Lancaster University's linguistic and cyber security departments to detect masquerading by criminals online by analyzing language use. The first commercial application of the research was in law enforcement. The company continues that work and applies the same technology in the marketing sector.

References

{{reflist, refs= Companies based in Lancaster, Lancashire British companies established in 2012