Mopinion introduces innovative machine learning technology for advanced feedback categorisation


Mopinion has just released a new machine learning technology within its digital feedback analytics platform: automatic feedback categorisation. This technology employs machine learning techniques that make the analysis of qualitative feedback data – by way of labeling and categorisation – a much more fluid and systematic process.


The automatic feedback categorisation technology is the first of several new, built-in technologies to be launched by Mopinion, which will demonstrate the latest advancements in artificial intelligence and machine learning.

This new technology takes historical data – which in this case is any labeling or categorisation the user has previously inputted into the software – and predicts how the feedback should be categorised based on that data.

‘By applying machine learning techniques, we are essentially removing the burden for users of having to filter through high volumes of feedback and monotonously label individual feedback items. This not only makes the categorisation process effortless, but also reduces workload and increases efficiency’, comments Kees Wolters, Co-Founder and Managing Partner.

Mopinion: Mopinion introduces breakthrough machine learning technology for advanced feedback categorisation - Machine Learning

Prior to launching Machine Learning technology

The Mopinion platform offers a labeling feature that allows users to categorise open feedback comments based on their content. For example, if the user see the following feedback item, ‘I can’t complete the checkout process’, he can potentially label this with the tags, ‘Product’ and ‘Error’.

This is an ideal way of making an increasing pile of customer feedback just a little bit more manageable. However, with the addition of machine learning technology (MLT), this process could be further simplified.

Mopinion: Making Customer Feedback More Actionable with Artificial Intelligence (AI) - Categorisation

Adding Machine Learning to the equation

With the new technology in place, users who only occasionally labeled their feedback, for example, can now let the system ‘take over’, meaning the Mopinion software will start categorising feedback items automatically.

Mopinion: Making Customer Feedback More Actionable with Artificial Intelligence (AI) - Tags

Automatic categorisation can also be completed based on predefined tags. For example, if the user has previously labeled several feedback items about “invoicing” or issues with online payments the technology will search and find comments that fall under that topic and categorise them automatically, while also looking at different variations and combinations of the wordings and other known data such as other answer options in the survey and the URLs where the feedback was collected.

Mopinion: Making Customer Feedback More Actionable with Artificial Intelligence (AI) - Adding tags

Additionally, if after the system has categorised a feedback item and you find that the item has been incorrectly categorised, you can adjust the label manually and the system will learn from your adjustment and use that information for future categorisations.

Bringing you AI-Powered Consumer Insights

Artificial intelligence is certainly an interesting, yet complex development, as well as a technology in which Mopinion plans to invest heavily in the coming months. In fact, this new technology is the predecessor of an ‘unsupervised’ machine learning technology that will be introduced later this year. That is to say, technology that learns from data that has not yet been labeled or categorised. These new AI technologies are certain to help companies obtain more meaningful and actionable insights from their feedback data.

Stay tuned for more AI updates in the coming months!

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