How to use Themes, Concepts & Phrases on Dashboards

Your Themes, Concepts & Phrases widget is a core tool on your Dashboard for understanding open-ended fields in your data.

In this guide:

Themes are what your team (or AI) has identified when analyzing a specific set of open-ended feedback (like survey responses) in Kapiche.

Theme groups are high-level categories that group together related Themes. They can be created manually or automatically in the case of AI Theme Frameworks.

Concepts are the terms that Kapiche has identified as having the most influence and meaning in that data set using Natural Language Processing.

Phrases are sequences of up to three consecutive words that contain at least one noun, which have been identified by analyzing the parts of speech in your data.

You can toggle between Themes, Concepts & Phrases by clicking on the DATA drop down menu towards the top of the widget.

By default, Themes, Concepts & Phrases will display frequency but you can use the DISPLAY dropdown to change to another metric, such as NPS, CSAT, Sentiment, or other numerical data like Revenue by using the 'Display' drop-down menu.

When choosing a metric other than Frequency, you'll also see the Impact that a particular Theme has on that metric. For example, in the image below we can see that if the feedback relating to Freshness of Products didn’t exist, our NPS would increase by 1.5 points (since it currently has a negative impact on the overall NPS).

You can also hover over an item to display some high level stats (like NPS & sentiment):

By default the widget only shows the most frequent 15 items in order to keep the widget compact. You can easily change the number of items shown, and how they are selected with the blue pills located just below the DATA and DISPLAY menus.

You can click into a Theme, Concept or Phrase to view a dedicated insights page for them where each page contains:

The overall NPS & Sentiment for that Theme/Concept/Phrase and how they're trending over time:

A summary of all of the verbatims that relate to that Theme/Concept/Phrase, which can be sorted and filtered using the relevant drop-down menus:

A timeline chart that allows you to see how the different fields in your data set are trending over time in relation to your Theme/Concept/Phrase.

Tip: To update the different data sources and views you can use the relevant drop-down menus along the top!

The Context Network helps you understand which terms in your data set have the most meaningful relationship with that Theme/Concept:

The thickness of the line indicates the strength of the relationship between the connected terms and the size of the circle indicates how frequently these terms appear.

For example, by looking at the size of each circle and by how closely they are appearing together, we can see that the ‘Cabin Crew’ of this flight are frequently mentioned when passengers are sharing feedback about their In Flight Experience (which is the Theme we clicked into to explore).
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A Segmentation Chart that surfaces Segment Outliers

And finally, one of the most powerful tools you’ll have access to with your Kapiche Dashboard is the Segmentation Chart which enables you to quickly and easily identify how each theme relates to your different customer segments.

For example, in this data set we can see that those flying in Economy class are less likely to talk about their In Flight Experience than those who flew in Business Class (you can learn more about how our Observed vs Expected stats here!).

Tip: To update the different data sources and views you can use the relevant drop-down menus along the top!

To navigate back to your main dashboard you can click on the 'Back to overview' button towards the top-left-hand corner of the page:

If you've applied a Segment Filter on your Dashboard, the Themes, Concepts & Phrase widget will update to highlight the differences between the data within the selected Segment and the Overall data.

In the example above what we've done is apply an Age Filter of 18-24 year olds on the Dashboard to show us which Themes/Concepts/Phrases our 18-24 year old customers care most about! 😱

​Here's what this workflow looks like in action:

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Questions? 🤔

If you have any questions about your Themes, Concepts & Phrases tool (or if you just need some help!) you can get in touch with us any time by hitting the blue chat button to your right 👉

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