Unstructured data makes up 80–90% of all business data, yet only 18% of companies are actually making use of it. If you’re here, chances are you’re ready to join that 18% and stop missing out on valuable opportunities. You’re likely searching for the best partner in text analytics to help you unlock the full potential of your data.

Well, you’re in the right place! Let us introduce you to Thematic. Whether you're analyzing customer reviews to enhance products, examining survey responses for employee insights, or uncovering recurring issues in support conversations, Thematic helps you make sense of the data. It transforms scattered feedback into clear, actionable insights, so you can focus on what truly matters.

So, why choose Thematic? This article will walk you through the reasons why it’s the tool you’ve been searching for.

What Makes Thematic Stand Out

Let’s cut to the chase—why choose Thematic?

Thematic is a powerful text analytics tool designed to turn unstructured feedback into meaningful insights. It follows a robust research approach—thematic analysis—which ensures accuracy and depth.

Automated by AI and refined through human validation, Thematic delivers precise, actionable insights while allowing users to customize and refine themes as needed. This hybrid AI and human-in-the-loop approach is what sets Thematic apart, offering both efficiency and flexibility in text analysis.

Thematic’s flexible text analytics method can handle diverse data across industries. Whether you're analyzing customer reviews, employee surveys, or product feedback, Thematic adapts to provide precise, actionable insights.

Let’s take a closer look at its key features.

Connect: Unified Feedback in One Place

Thematic makes it easy to bring all your feedback together in one place—whether it's survey responses, chat logs, or product reviews. Analyzing both qualitative and quantitative data side by side helps you understand what people are saying and why without the hassle of switching between different tools.

Tag and Theme: AI-Driven Organization

Sorting through feedback manually is time-consuming, but Thematic makes it effortless. Its AI automatically categorizes feedback into themes, sub-themes, sentiment, intent, and more. Instead of a one-size-fits-all approach, Thematic organizes themes into a customized taxonomy that accurately reflects your customers' voice.

What makes it unique? You can refine and validate these themes, ensuring they align with both customer concerns and business priorities whether identifying recurring issues like delivery delays or pinpointing sentiment shifts, Thematic works like a PhD-level analyst—processing and analyzing your data in seconds so you can act on insights faster.

Explore Insights: Advanced Analytics

Understanding data is one thing—seeing the insights clearly and acting on them is another. Thematic’s analytics suite helps you do both.

Instead of just processing feedback, Thematic visualizes trends through interactive dashboards, making it easy to identify what’s driving changes in customer satisfaction or employee engagement. It doesn’t stop at surface-level insights; it finds patterns within operational data, helping you connect feedback to real business outcomes.

Whether you're tracking emerging issues, uncovering root causes, or predicting future trends, Thematic enables you to explore data in depth and make smarter, data-driven decisions—without the guesswork.

Thematic Answers: Instant Insights

Uncovering the biggest and most pressing issues in your data shouldn't be a guessing game. Thematic Answers is a conversational AI engine designed to help your team quickly identify, quantify, and understand key issues.

Instead of just summarizing data, Thematic Answers processes your feedback and metadata to provide direct, evidence-based responses. Ask a question like, “What’s driving customer churn?” And it will not only generate insights but also cite supporting data and links, guiding you to the root cause.

By effortlessly going through your data, Thematic Answers helps teams move beyond surface-level insights—allowing them to dig deeper into trends, patterns, and opportunities that drive real change.

Thematic's Science-Driven Technology

What makes Thematic stand out isn’t just its use of AI but how it blends cutting-edge technology with practical insights. It’s designed to go beyond analyzing feedback—it helps you make informed decisions that drive real results. Here’s how:

Leveraging Generative AI

Generative AI easily became a household name when ChatGPT was born. If you’ve used ChatGPT, Gemini, or Claude, you’ve seen how it can understand prompts and deliver clear, concise responses. Thematic applies generative AI brilliantly to feedback analysis. Its self-supervised AI identifies themes and patterns across surveys, reviews, and other feedback sources—without requiring pre-training​. This means faster and more accurate results tailored to your data.

For example, Thematic might identify that “delivery delays” are a recurring theme in customer complaints. But unlike traditional tools, it can drill deeper, connecting this issue to specific regions or time frames, helping you prioritize actions with precision.

Beyond NLP: How LLMs Transform Text Analytics

Is your Text Analytics solution still relying on B-Grade NLP? Discover how large language models are revolutionizing text analytics, offering deeper insights than traditional NLP approaches.

• Understand key NLP limitations and LLM advantages
• View real-world results of AI-driven text analytics
• Learn how self-learning AI eliminates manual updates
• Cut analysis time from weeks to minutes

Download your free copy

Balancing AI with Human Expertise

Thematic doesn’t just rely on AI—it puts you in the driver’s seat with its human-in-the-loop approach. Here’s how it works: Thematic’s AI identifies themes and patterns from your data with incredible speed and accuracy. But it doesn’t stop there. As a user, you can step in to review, refine, and customize insights to ensure they align with customer needs and drive strategic business decisions.

For example, if Thematic’s AI detects a broad theme like “delivery issues,” you can refine it further—separating “late shipments” from “damaged items” to make insights more specific and actionable. This hands-on refinement ensures that businesses can categorize feedback in a way that directly informs key decisions.

Thematic is not about replacing human expertise—it’s about empowering experts with precise, actionable insights that help them guide decision-makers with confidence. It bridges the gap between data and action, delivering insights that drive real impact. You get the best of both worlds: the speed and efficiency of AI combined with the context and judgment only you can provide.

Applications of Thematic Across Use Cases

When it comes to analyzing large volumes of open-ended responses and customer comments, Thematic excels at uncovering key insights that drive decision-making. Whether you need to process thousands of survey responses or extract themes from customer reviews, Thematic transforms unstructured feedback into clear, actionable insights tailored for business strategy.

Whether you’re looking to refine your qualitative data analysis or streamline operational efficiency, Thematic can help.

Customer Experience

Picture this: your team notices a dip in customer satisfaction scores, but you’re unsure why. With Thematic, you analyze feedback and uncover what’s driving the lower satisfaction score. A major theme is the checkout process, with customers specifically mentioning frustrations like “too many steps” and “confusing layout.” Thematic pinpoints these problem areas, helping you understand exactly what needs to be improved.

Armed with these insights, your team simplifies the checkout process, reducing the number of steps and improving the layout. After the changes, you track the feedback again using Thematic and notice a positive shift in sentiment. Customers now praise the smoother experience, and your satisfaction scores rebound.

That’s how Thematic doesn’t just analyze feedback; it helps you pinpoint problems, make impactful changes, and track improvements in customer satisfaction. By optimizing the checkout process based on real feedback, your team can see a clear positive shift in sentiment and higher satisfaction scores.

Find out more about how Thematic improves the customer experience.

Insights and Research

Imagine you’ve just finished a survey with thousands of responses. Sorting through all that feedback? Overwhelming. With reflexive thematic analysis, Thematic automates the hard part, identifying patterns in your data sets with the precision of inductive approaches, simplifying the qualitative research method.

For instance, it might reveal that customers find your product instructions confusing—a key issue impacting satisfaction and sales. Armed with this deeper understanding, you can act: revamp instructions, simplify the user experience, and follow up for measurable results.

For researchers, this means more time to focus on results and less on sorting data.

Find out more about how Thematic helps in research.

Support Operations

Customer support teams always look for ways to improve response times and resolve recurring issues. Thematic analyzes coded data from customer interactions, uncovering pain points and areas for improvement. Its robust data collection and analysis capabilities enable teams to identify and address friction points, boosting customer satisfaction.

Imagine you are doing a customer review analysis to determine your customers' common concerns. By pointing out themes in support tickets, Thematic helps you find common issues that your teams must prioritize to effectively prevent future problems.

Discover how Thematic boosts contact center operations.

Thematic

AI-powered software to transform qualitative data into powerful insights that drive decision making.

Book free guided trial of Thematic

Product Feedback

What if you knew exactly what your customers thought about your product? Wouldn’t it be easier to make improvements that actually matter? That’s exactly what Thematic helps you do. By analyzing product reviews and feedback, it identifies initial codes and recurring patterns to show you what’s working and what needs a tweak.

With these insights, you can stop wasting time and money on changes no one asked for. So, let’s say a feature is getting mixed reviews. Thematic digs deeper to uncover the root of the issue. Once you know what it is, you can refine the feature to meet customer expectations and boost satisfaction.

Thematic ensures you’re not just making changes—you’re making the right changes to keep your products competitive and aligned with customer needs.

Read more about how Thematic can help you deliver better products.

Employee Feedback

Employee engagement is the backbone of any successful organization. Highly engaged teams outperform others in key business outcomes such as productivity, retention, and overall well-being​. Yet globally, only 23% of employees report being engaged, compared to 70% in best-practice organizations. Clearly, there’s room for improvement.

That’s where Thematic comes in. By analyzing feedback surveys, Thematic revealed trends in employee sentiment. For example, if surveys reveal recurring themes around lack of recognition or unclear expectations, Thematic’s insights guide HR teams to implement targeted improvements.

With Thematic, you can also uncover whether employees want more professional development opportunities. This insight can guide you to launch training programs and mentorship initiatives, boosting engagement and improving retention. Thematic’s flexible method adapts to your organization’s unique needs, helping you create a workplace where employees thrive.

Discover how Thematic helps boost employee engagement.

Conversational Analytics

Customer conversations hold valuable insights, but without the right tools, critical details can be overlooked. Thematic’s Conversational Analytics helps businesses analyze chat transcripts, call logs, and other interactions to identify recurring issues and customer concerns.

For instance, a company might notice a spike in customer complaints about billing confusion. By using Thematic to analyze support conversations, they can pinpoint specific phrases like "unexpected charges" or "difficult refund process" and take targeted action to improve clarity and reduce support tickets.By leveraging Conversational Analytics, teams can proactively address issues, improve customer experiences, and streamline support operations—all while ensuring that no valuable feedback gets lost.

Real-World Results

Why choose Thematic? Because it helps businesses respond faster to customer needs and empowers insights teams to drive meaningful change. Research and analytics teams play a crucial role in identifying what matters most—guiding business decisions that create real impact. Let’s dive into some success stories to see how Thematic has transformed feedback into action.

Insights and Research: LendingTree

LendingTree needed to make sense of vast amounts of customer survey data to identify pain points in their loan comparison platform. Their challenge? The manual process of analyzing feedback was too slow and often missed deeper insights.

With Thematic’s ability to review themes and automate coding and theme identification, they uncovered that customers struggled with understanding loan terms. Acting on this, LendingTree simplified its platform with clearer language and visual aids. The result? A significant increase in customer satisfaction scores and improved trust in the brand.

Support Operations: DoorDash

As a fast-growing delivery service, DoorDash faced recurring customer complaints about late deliveries and miscommunication. They used Thematic to analyze coded data from customer support tickets, uncovering a consistent pattern: delays were most common in specific regions during peak hours.

With these insights, DoorDash optimized delivery routes and added more delivery partners in high-demand areas. This reduced late deliveries by 25% and increased customer satisfaction scores.

Why Choose Thematic for Your Text Analytics Needs?

At this point, you’ve seen how Thematic turns vast amounts of feedback into actionable insights—fast. Its cutting-edge AI approach, paired with human oversight, ensures that insights are not just automated but verified, refined, and aligned with real business needs.

With Thematic’s advanced tools, you can quickly identify critical insights and understand the “why” behind the data. The human-in-the-loop system lets you validate and curate findings, ensuring AI-driven themes and taxonomies accurately reflect business priorities.

Best of all, Thematic makes analytics and reporting easy and intuitive. Whether you're exploring trends, surfacing hidden patterns, or tracking sentiment shifts, Thematic simplifies the process—so you can focus on acting on insights, not just analyzing them.

Get a demo of Thematic now and see how it can transform your approach to text analytics. Let Thematic unlock the full potential of your data!