Tag: intent

Wishful Thinking and Leprechauns

I recently came across a lovely cartoon on Leprechauns and social media.

Fortunately for us, we have a leprechaun in the office.

(So, now you know where we get our startup funding from).

Here’s a picture of the guy (that’s the cubicle he shares with Selasdia):

DSC00227

Just kidding!

One of our business partners brought the little pewter leprechaun in the picture back to India for us from Ireland.

It might have once been popularly believed in Ireland that leprechauns had the ability to grant Wishes.

And we find Wishes immensely interesting because some of the earliest work on Intention Analysis started out as an attempt to detect and classify Wishes.

In fact, one of the loveliest papers on the subject started out with an attempt to study what people wished for (wanted) on New Years Day.

You can read the paper here:  http://pages.cs.wisc.edu/~jerryzhu/pub/wish.pdf

It has a very beautiful title: “May All Your Wishes Come True:  A Study of Wishes and How to Recognize Them”

You also find the word Wishes in the title of one of the first attempts in research literature to find “buy” intentions:

http://www.aclweb.org/anthology-new/W/W10/W10-0207.pdf

It is a paper titled, again quite poetically (what’s with Wishes and beautiful titles!) “Wishful Thinking – Finding suggestions and ‘buy’ wishes from product reviews”.

This paper was written by a research team working at Cognizant (India) in 2010.

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Purchase Intention Use Cases

WisdomTap (www.wisdomtap.com) is a firm that uses purchase intention in a very interesting manner.

They spot purchase intention in public posts and target advertisements at the speakers.

The team at WisdomTap obtained some startling results when they measured how those users responded to their ads.

The results can be found in this whitepaper: http://www.aiaioo.com/whitepapers/intention_analysis_use_cases.pdf

Prior Work on Intentions

We have been exploring intention analysis for some time now and we are pleased to announce the launch of the first ever commercial API for broad-based intention analysis, called Vakintent.

Here is a demo of the Vakintent Intention Analysis API:  Demonstration of VakIntent, the Intention Analysis API from Aiaioo Labs

Definition

Intention Analysis is the identification of intentions from text, be it the intention to purchase or the intention to sell or to complain, accuse or to inquire, in incoming customer messages or in call center transcripts.


Uses

Intention Analysis has already given us some evidence of its usefulness.

In July 2011, we used intention analysis to study the GooglePlus launch.  We especially looked at quit intentions to see how frequently people were threatening to quit FB over time and saw how the number dropped sharply once people got to try GooglePlus (once the by-invite-only period ended).

This was a powerful observation, because in just four days, we could tell that GooglePlus couldn’t replace Facebook, at least not yet. Here is the study: http://www.aiaioo.com/cami


Background

The work that intention analysis is based on goes as far back as 1962 when J. L. Austin noted that not all utterances are statements whose truth and falsity are at stake, and that there was a class of utterances like “I pronounce you husband and wife” that are actions [taken from Winograd, 1987].

(I recently found the Winograd paper on his website: http://hci.stanford.edu/winograd/papers/language-action.html)

In 1975, Searle identified the following broad categories of illocutionary (causing an action to happen) speech acts [from Winograd, 1987]:

  • Assertive – Committing the speaker to the truth of a proposition
  • Directive – Attempting to get the listener to do something
  • Commissive – Committing the speaker to a course of action
  • Declaration – Bringing about something (eg., pronouncing someone married)
  • Expressive – Expressing a psychological state

Interestingly, the expressives include expression of opinion which corresponds to the modern day task of sentiment analysis.

Prior Work

Cognizant Technologies

There was a paper at ACL 2010 titled “Wishful Thinking – Finding suggestions and ‘buy’ wishes from product reviews” http://aclweb.org/anthology/W/W10/W10-0207.pdf by Krishna Bhavsar et al from Cognizant Technologies .

Lampert and Dale

Another recent attempt to build computer systems capable of analysing intention was made by Robert Dale and Andrew Lampert at Macquarie University. A paper that I’d recommend to you is their work on detecting emails containing requests for action: “Andrew Lampert, Robert Dale and Cécile Paris [2010] Detecting Emails Containing Requests for Action. Pages 984–992 in Proceedings of NAACL 2010, 1st–6th June 2010, Los Angeles, USA“. Our own work leads us to believe that the difficulty of detecting directives is rather higher than for other intentions, so what they’ve done in this project is quite impressive.

WisdomTap

WisdomTap (www.wisdomtap.com) has a very interesting buy intention offering. Their value proposition is “Your Customers announce their intent to buy by asking for product and service recommendations on Twitter.  We find customers who need your products and services.  We connect you to your customers at the right time.”

Twitchell

Twitchell et al have studied “Using Speech Act Theory to Model Conversations for Automated Classification and Retrieval”.

Carnegie Mellon

CMU has released a speech act corpus: through the Jangada and Ciranda projects.


Vakintent Demonstration Consoles

Here are some links to demos:

Name Description URL
Vakintent Intention Demo Demonstration of VakIntent, the Intention Analysis API from Aiaioo Labs
Vaksent Sentiment Dem Demonstration of VakSent, the Sentiment Analysis API from Aiaioo Labs

Case Study URL
Competitive Analysis http://www.aiaioo.com/cami

Vakintent API

The Vakintent API offered by Aiaioo Labs can identify 11 intentions, the objects of those intentions and their holders.

Please feel free to write me at cohan@aiaioo.com for more information.