Sentiment Annotation for Brand Monitoring

Image

For a media analytics client, we annotated thousands of text samples across social media, product reviews, and support tickets to detect sentiment polarity and emotional tone. The project enabled scalable, high-quality sentiment classification for downstream applications in brand monitoring and market analysis.

Industry Marketing & Consumer Insights
Timeline 3 weeks
Data 12,000 text samples, 3 sentiment classes (positive, negative, neutral)
Image
Industry Marketing & Consumer Insights
Timeline 3 weeks
Data 12,000 text samples, 3 sentiment classes (positive, negative, neutral)

Task:

The client needed annotated data for training a sentiment analysis model. The task was to classify each text snippet by its emotional tone — positive, negative, or neutral — while considering the nuances of informal language, sarcasm, and context.

Key challenges included:

    • Subtle sentiment cues: Sentiment was often implied rather than explicit, especially in short-form content like tweets or support chats.
    • Ambiguity and subjectivity: Many texts were borderline in sentiment, requiring annotators to apply consistent interpretation rules.
    • Domain variation: The dataset spanned multiple domains (e.g., e-commerce, tech support, entertainment), each with its own tone, jargon, and sentiment indicators.

Solution:

  • 01

    Preparation and guidelines

    • Created domain-specific sentiment annotation guidelines with real-world examples
    • Defined detailed rules for handling sarcasm, negation, and mixed signals
    • Provided initial batches with expert-reviewed annotations as reference sets
    • Conducted remote training sessions with interactive exercises and QA discussion
  • 02

    Annotation process

    • Annotators labeled text samples using a structured 3-class system (positive, negative, neutral)
    • Borderline or uncertain cases were flagged for team review
    • Domain shifts were handled by tagging each sample with context metadata for future fine-tuning
  • 03

    Quality control

    • Weekly quality audits were performed on random samples by expert validators
    • Implemented a double-review process for low-agreement cases
    • Annotators received regular feedback based on error patterns and validation reports

Results:

  • Accurately annotated 12,000 text samples with sentiment polarity

  • Achieved inter-annotator agreement of over 92% on final batches

  • Developed scalable sentiment labeling workflows adaptable to new domains

  • Enabled the client to improve their model’s performance on noisy, real-world text data

Similar Cases

  • Image
    Image Annotation

    Pose Estimation for Proctoring

    How do you teach AI to recognize when a student is cheating during an exam? By accurately annotating 6000 images of real exam scenarios — and that’s exactly what we did.

    Lean more
  • Image
    Audio Labeling services for ml Audio Transcription

    Multi-Speaker Audio Annotation for Banking

    We handled complex, real-world audio by combining automation with expert oversight — capturing every voice, pause, and interruption.

    Lean more
  • Image
    Audio Labeling services for ml Audio Transcription

    Banking Call Categorization for NLP Automation

    Fast-tracked annotation of 363,000 banking calls with strict privacy — boosting NLP automation for debit, credit, and deposit queries.

    Lean more
  • Image
    Data Collection

    Video Data Collection for Street Weapon Detection

    From zero to 99% model accuracy in 28 days: we sourced, staged, and annotated video footage for urban weapon detection systems.

    Lean more
  • Image
    NLP Annotation services

    Intent Annotation for E-commerce

    We transformed frequent buyer questions into structured intent data, enabling an AI assistant that improves response quality and user satisfaction across the marketplace.

    Lean more

Ready to get started?

Tell us what you need — we’ll reply within 24h with a free estimate

    What service are you looking for? *
    What service are you looking for?
    Data Labeling
    Data Collection
    Ready-made Datasets
    Human Moderation
    Medicine
    Other (please describe below)
    What's your budget range? *
    What's your budget range?
    < $1,000
    $1,000 – $5,000
    $5,000 – $10,000
    $10,000 – $50,000
    $50,000+
    Not sure yet
    Where did you hear about Unidata? *
    Where did you hear about Unidata?
    Head of Client Success
    Andrew
    Head of Client Success

    — I'll guide you through every step, from your first
    message to full project delivery

    Thank you for your
    message

    It has been successfully sent!

    We use cookies to enhance your experience, personalize content, ads, and analyze traffic. By clicking 'Accept All', you agree to our Cookie Policy.