Non sentiment data

Recall there are statements of sentiment and declarative statements. Customer sentiment gets to the heart of the customer voice. Declarative statements may not tell what the customer is feeling, but declarative statements tell what is on the mind of the customer. The customer would not mention a subject in a declarative statement if it were not important to the customer.

To address declarative statements, there is another type of report that is useful in portraying the voice of the customer. That analysis can be called the customer mindset analysis, as seen in Fig 6.7.