Ok …the long awaited follow up to the tonality problem. To recap – a standard sentiment analysis was not providing us with pertinent information for the client…we needed a new measure..or so we thought. The first thing we did was to talk at length with the client to gain a better understanding of what they were hoping to do with the report. In this case the client had been through a hostile press cycle the previous year which had led to them requesting tonality analysis as part of their media monitoring spec. So their motivation was simply to get a handle on tonality using our standard process…the fact that tone was uniformly neutral in the current data set was not a problem since she was only looking to flag the outliers rather than extract information from the main body of data. Moral…our need for a ‘story’ for the data is not always the same as the client’s.