The company's proprietary approach combines natural language processing, statistical analysis, and text analytics to identify values and emotions in unstructured data, which helps researchers, marketers, product developers, insights specialists, planners, and innovators gain fresh data, guidance on important trends, consumer insights, and broad cultural perspective. Their solution, called Truth Serum for Big Data, bridges the gap between big data and big business decisions, and helps clients find better insights, explore bigger opportunities, and make decisions that drive more change.