Concepts vs Themes

Ipiphany gives you two modes of analyzing verbatim text:

• Concepts split your records into the categories listed in the Ontology you selected when creating the dataset
• Themes split your records into dynamically created categories based on “semantic theme clusters”

To complete a full analysis you need to look at both modes. Concepts are the best place to start and can reveal well defined insights if your data lines up well with an industry specific ontology. Themes are best when your data is outside the standard industry ontologies or you want to pick up newly emerging issues.