The 101 Breakdown On Thematic, Topic & Content Analysis

min read

There are three types of analysis that involve analyzing large swaths of text data: Thematic analysis looks at the underlying themes in a set of data. Topic analysis is identifying the main topics discussed in a text or group of texts. Content analysis is analyzing content, whether it be text, audio, or video.


There are three main types of analysis: thematic, topic, and content. All three main types are highly important to data scientists and even more so for people who want to discern underlying trends in their unstructured data.

Thematic analysis looks at the underlying themes in a set of data. Topic Analysis looks at the topics discussed in a set of data. Content analysis looks at the words used in a set of data.


80% of data that businesses have is unstructured which means a large opportunity lies in organizing and adding structure to unstructured data. This is especially important for companies/platforms that deal with large amounts of text, image, and video/audio data like Appstores, Slack, & Twitter.

We’ve created amazing integration pages that highlight our recipe for each company/platform above. (Book a demo with our team here)

Thematic Analysis

Thematic analysis is the process of identifying and analyzing themes or topics in data. This can be used to understand the content of a text, the topics discussed on a forum, or the keywords that are most associated with your business.

Unstructured Data With Thematic Analysis

Thematic analysis is a great way to make use of unstructured data. By identifying themes in your data, you can better understand what’s going on and find trends that you might not have otherwise noticed.

This can be especially helpful for businesses that want to understand their customers or for data scientists working with text or other unstructured data.

There are several different ways to do thematic analysis, but one popular approach is to use a tool called t-SNE.

T-SNE stands for t-distributed stochastic neighbor embedding, and it’s a technique that helps visualize high dimensional data in lower dimensions. This makes it easier to identify patterns and relationships among the data points.

Another approach is latent Dirichlet allocation (LDA). LDA is used to identify topics in documents by analyzing the words that appear most frequently within them. This can help you understand what topics are being discussed in your dataset and how they’re related to each other.

Thematic analysis can be done manually or using software tools. The process usually involves identifying keywords or phrases, clustering related terms together, and then mapping out their relationships. This can help you identify patterns and trends in your data that you may not have been aware of before.

Thematic analysis is valuable for data scientists, machine learning professionals, and business professionals alike. It can help you to understand your data set better, find new insights into your industry or market segment, and develop new marketing strategies based on real-world evidence.

Benefits of Thematic Analysis

There are many benefits to using thematic analysis when working with data. By identifying and understanding the themes in your data, you can understand what is happening within your business or organization.

Themes can help you to understand customer behavior better, identify opportunities and trends, and improve decision-making.

Thematic analysis can also identify relationships between different variables in your data set. This information can help you to understand better how different factors impact each other.

For example, by identifying the relationship between customer spending and product satisfaction, businesses can begin to develop products that customers are more likely to be happy with.

Finally, thematic analysis allows you to see patterns that may not be apparent when looking at individual data points alone. This information can help you spot new opportunities or problems that need attention.

Use Cases

Thematic Analysis is a powerful tool that can be used in various ways by businesses and professionals.

  1. It can help you understand your customer base better. By analyzing the themes that come up in your customer feedback, you can better understand what they care about and what concerns them. This information can help you make product development, marketing, and customer service decisions.
  2. It can help you identify trends in your industry or sector. This information can give you an edge over your competitors, allowing you to stay ahead of the curve and plan for future changes in the market.
  3. It can be used to improve communication within your organization. By understanding the essential themes to different departments or teams within your company, you can create communication plans that resonate with them more effectively.

Topic Analysis

Topic analysis is identifying the main topics discussed in a text or group of texts. This can be useful for businesses to see what topics are being talked about most, data scientists who need to understand public sentiment around specific issues, or anyone who wants to get an overview of a topic.

There are many different ways to do topic analysis, but one popular approach is Latent Dirichlet Allocation (LDA).

LDA works by assuming that each document is made up of a mixture of several topics and that each word in the document has been assigned a probability of belonging to each topic. By analyzing all the words in all the documents, you can identify which topics are most prevalent.

Unstructured Data With Topic Analysis

Topic analysis is identifying the topics discussed in a collection of text documents. This can be done manually by reading through the documents and noting any recurring themes, or by using automated methods such as machine learning or natural language processing.

The advantage of topic analysis is that it can help you to understand the content of your data better. For example, suppose you have an extensive collection of customer feedback emails.

In that case, you might use topic analysis to identify the main topics that customers are discussing (e.g., quality of product, speed of delivery, customer service). This information can then improve your products and services based on customer feedback.

Topic analysis can also be used for market research purposes. By identifying the main topics discussed in online forums and discussion boards related to your industry or sector, you can understand what people are talking about and what their concerns are. This information can help you develop new products or services, target marketing campaigns more effectively, and so on.

Benefits of Topic Analysis

Topic analysis is one of the most important aspects of data science. By understanding the topics that are being discussed, businesses can better understand their customers and what they care about. This can help with marketing, product development, and customer service.

Topic analysis can also help businesses understand their competition. By studying what other businesses are talking about, you can get an idea of what products or services they might be planning to offer or which areas they’re focusing on in terms of marketing.

Use Cases

Use cases of topic analysis:

  1. Identifying trending topics in your industry or sector to stay ahead of the curve
  2. Investigating customer sentiment around specific topics to gauge public opinion
  3. Analyzing competitor content and identifying new marketing opportunities
  4. Determining what content is resonating with your audience and further tailoring your messaging strategy accordingly

Content Analysis

Content analysis is analyzing content, whether it be text, audio, or video. This can be used for a variety of reasons, such as understanding customer sentiment, measuring brand awareness, and monitoring competitor activity.

Some several different tools and techniques can be used for content analysis. Some standard methods include:

-Sentiment Analysis: This technique uses algorithms to determine the tone or feeling of a piece of text. It can be used to measure things like customer satisfaction or brand perception.

-Topic Modeling: This approach identifies the topics mentioned in a piece of text. This information can then be used to understand what subjects are being talked about most often and how they relate.

-Word Frequency Analysis: This method looks at how often words are used to get an idea about which topics are being discussed most heavily

Unstructured Data With Content Analysis

Unstructured data is a massive pain for businesses. It’s hard to make sense of and even harder to use effectively. But with the help of content analysis, you can start to make some headway.

Content analysis is examining text data to understand its meaning and purpose. By doing this, you can better understand what unstructured data contains. This can be incredibly useful for businesses, as it allows them to extract valuable insights that they would otherwise miss out on.

So how does content analysis work? There are a few different methods that you can use: keyword extraction, sentiment analysis, and topic modeling.

Keyword extraction involves identifying specific keywords or phrases within a document and extracting their associated metadata (e.g., frequency, location).

Sentiment analysis looks at the overall tone of a document to determine whether it is positive or negative. And topic modeling identifies the main topics discussed within a document using algorithms that analyze word frequencies and relationships between words).

Once you’ve performed a content analysis on your unstructured data set, you can start using it for business!

For example, if you find that most of your documents discuss customer complaints, then you might want to focus on improving your customer service processes accordingly.

Or, if your documents are full of positive sentiment around your brand or products/services, then maybe consider running some marketing campaigns around these areas!

Benefits of Content Analysis

There are many benefits to content analysis for businesses.

First, it can help you understand what your customers want. By analyzing the content of your website and social media pages, you can see which topics are most popular and which ones generate the most engagement.

This information can help you create more relevant and engaging content to keep your customers coming back.

Second, content analysis can help you measure the effectiveness of your marketing campaigns. By tracking how much traffic each campaign generates and how much it increases engagement or sales, you can determine which campaigns are working best and invest more resources.

Finally, content analysis is a great way to keep track of your competition. By studying their websites and social media pages, you can learn what strategies they’re using to attract customers and figure out how to beat them at their own game.

Use Cases

There are many use cases for content analysis. Businesses can use it to understand what their customers want and need.

They can also use it to understand better their competition and what they’re doing that’s working well. Additionally, businesses can use content analysis to improve the quality of their content.

Data scientists can also benefit from using content analysis in several ways. They can use it to understand better the data they are working with and identify trends and patterns. Additionally, data scientists can use content analysis to develop models that predict customer behavior or preferences.

How can you take advantage of your data?

Would you need an end-to-end vector platform that incorporates all the state-of-the-art clustering algorithms and workflows?

This is where Relevance AI comes into play.

Book your platform demo here with our vector experts and learn how you can take the following steps.

Alternatively, with knowledge of Python and Juypiter notebooks, you can create an account and get started today.

The 101 Breakdown On Thematic, Topic & Content Analysis
Andres Slaughter
May 1, 2022