A theme's impact tells you how much that theme increased or decreased your overall score. It takes into account the theme's volume as well as its score.
Browsing by impact is a great way of finding out which themes are helping or hurting your overall score, and how much you could change your score by addressing the feedback.
The way to interpret a theme's impact is that it tells you how much your overall score would have changed if you were to remove all comments mentioning that theme. (For a more detailed calculation explanation, see this help article.)
- NPS: Your total NPS is 70 and cancellations has an impact of -5. This means that if you solved all cancellation issues, you could expect your NPS to go up by 5 points.
- Sentiment: The average sentiment of all your comments is 0.6 and customer service has a positive impact of 0.1. This means that if no one wrote feedback about their experience with customer service, your feedback sentiment would decrease by 0.1 points. Your customer service team is having a positive impact!
Comparing time periods
To see how a theme has changed your score over time, use the Score Change tool.
Comparing audience segments
You can use a comparison filter to look at the impact of a theme on two different audience segments. For example, you might want to see the impact of customer service on NPS for two different regions.
Be aware, however, that each audience segment will likely have a different overall score, which is what a theme's impact is based on. It may be misleading to compare theme impact scores from two audience segments without also noting their overall scores.
Multiple impact scores
In some cases you may have configured Thematic to show two or more impact scores.
For example, lets say you have a survey with the following questions:
- How satisfied are you with our service? (Rate on a scale of 1 to 5)
- Why? (Free text)
When analyzing the free text comments, one approach is to assign a rating to each theme based on the satisfaction rating. Another approach is to rate each theme based on the sentiment of the comments it appears in.
Thematic can be configured to show both these scores, which lets you see a theme's impact on each using the score dropdown.