The tool, available on a software as a service (SaaS) basis, analyses the text of online product reviews and comments in order to track how consumers’ experiences with products compare to their expectations and work out how to improve satisfaction and sales. It can also draw on emails, call transcripts, forums and external competitor data.

CEO Gregory Yankelovich said: “In reviews on sites like Amazon or Sephora, customers share product information with each other that they might not share with the company. We’ve made it possible for companies to effectively listen in.”

The firm also produces Market Intelligence Reporter, which can produce reports on a larger number of products, but focuses on a much smaller number of metrics.