# Sentiment analysis: what it is and how it works · Zorraquino
> Sentiment analysis estimates the evaluative orientation of a text, such as positive, negative or neutral.
URL: https://www.zorraquino.com/en/dictionary/sentiment-analysis

# Sentiment analysis

Sentiment analysis estimates the evaluative orientation of a text, such as positive, negative or neutral

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It can be carried out manually or automatically. Sarcasm, context and mixed opinions make interpretation harder. It is useful as an aggregate signal when validated, but it is not the same as understanding all of a person's emotions or motives.

Topics

[Research and insights](https://www.zorraquino.com/en/dictionary/category/investigacion-e-insights)

## Related concepts

- [Thematic analysis](https://www.zorraquino.com/en/dictionary/thematic-analysis)
- [Buyer persona](https://www.zorraquino.com/en/dictionary/digital-marketing/buyer-persona.html)
- [Willingness to pay](https://www.zorraquino.com/en/dictionary/willingness-to-pay)