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OpinionSeer : Interactive Visualization of Hotel Customer Feedback. Presented, Kane @2013-6-28. IEEE Transactions on Visualization and Computer Graphics Vol. 16, no. 6, 2010 Monthly since 2012 About the Authors Huamin Qu: http://www.huamin.org/ Yingcai Wu:

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IEEE Transactions on Visualization and Computer Graphics
    • Vol. 16, no. 6, 2010
    • Monthly since 2012
    • About the Authors
    • Huamin Qu:
      • http://www.huamin.org/
    • Yingcai Wu:
      • http://research.microsoft.com/en-us/um/people/ycwu/
      • Newest: Visualizing Flow of Uncertainty through Analytical Processes, IEEE InfoVis 2012
  • Free Style to present to paper
    • Structure
    • General view
    • Systematic thinking
  • What have I learnt from reading the paper?
  • Conclusions
  • Recommended Websites
structure of the paper
Structure of the Paper
  • Introduction
  • Related Works
  • Data and Task Abstraction
    • Advanced and throughout the rest of paper
  • System View
  • Mining Opinion From Online Hotel Reviews
  • Opinion Visualization
  • Experiments and Discussion
  • Conclusions and Future Works
significance of the visualization
Significance of the Visualization
  • Help improve customer satisfaction and build customer trust and loyalty over time.
  • End Users
    • Hospitality researchers
    • Hotel managers
introduction current problems
Introduction - Current Problems

1) Most of current Researches are visualizations based on the final mining results, not the process of visually examining and analyzing the feedbacks.

2) Current opinion visualization tools are not from multiple aspects which is essential for analysts to make a quick decision.

3) Cannot support the complex opinion visualization.

4) Count not the uncertainty or inaccuracy, which lead to wrong conclusions.

introduction cont
Introduction – cont.
  • Focus
    • Visual analysis of online hotel customer feedback
    • Diverse cultural backgrounds
  • Why challenging:
    • High-dimensional data
    • Ambiguity of language
    • Difficult to distinguish the positive and negative opinion
  • Data Source
    • TripAdvisor, popular tourism cyber-intermediaries website.
  • Data Obtained
    • Hotel Data
    • Customer Data
    • Review Data

Basic Information

Free-text Comments

conditional methods
Conditional Methods
  • Nvivo2
  • Classification
    • complaints
    • Opinions
  • Problems
    • Hard to work out with such large-scale data
    • Hard to understand
task abstraction
Task Abstraction

Q.1 How is the deviation of a group of opinions from the average?

Q.2 How could several groups of opinions be compared effectively?

Q.3 How do people’s backgrounds affect their opinions on a hotel or a certain group of hotels?

Q.4 What are the differences in the cultural background of two groups of customers who hold similar or different opinions?

Q.5 Is there any conflict between free-text comments and the score ratings, e.g., a good review with low ratings?

Q.6 Are there any localization or geography patterns regarding user opinions on a hotel or a certain group of hotels?

Q.7 Are there any temporal patterns regarding the users opinions?

system view
System View
  • an opinion mining component
  • a subjective logic component
  • an opinion visualization component
feature based opinion mining
Feature Based Opinion Mining
  • Opinion Mining
    • Known as Sentiment Analysis
    • Document, Sentence Level
    • Feature Level, find comments on individual features of the product
  • OpinionSeer
    • Feature Level
    • Consider the uncertainty
    • Focus on visualization of the results
uncertainty modeling
Uncertainty Modeling
  • Define uncertainty with Gaussian distribution
    • Section 5.2,
  • “The room sure is tiny, yet very clean and comfy”
opinion combination based on subjective logic
Opinion Combination Based on Subjective Logic
  • Every extracted opinion contains positive, negative, and uncertainty scores for each feature.
  • < b , d , u , a >
    • b: positive opinion scores
    • d: negative opinion scores
    • u: uncertainty
    • a: priori probability in the absence of evidence
  • b+d+u=1
  • AND & FUSION operators
opinion visualization
Opinion Visualization
  • Includes
    • the opinion wheel
    • the tag cloud spreadsheet
    • a set of tailored user interactions
  • Design Principles
    • Effectiveness
    • Intuitiveness
    • Attraction
  • To convey the results of the opinion mining, from simple to complex, while keeping its intuitiveness
opinion wheel opinion triangle
Opinion Wheel – Opinion Triangle


an equilateral triangle.

temporal and geographic rings
Temporal and geographic rings
  • Parallel Sets [18]

[18] R. Kosara, F. Bendix, and H. Hauser. Parallel Sets: Interactive exploration

and visual analysis of categorical data. IEEE Transactions on Visualiza-

tion and Computer Graphics, 12(4):558–568, 2006.

user interactions
User Interactions
  • Moving Projection Center
what have i learnt from reading the paper
What have I learnt from reading the paper?
  • Visualization Design Principles
    • Can design for two end users, one may know more about techniques
    • Vector images are definitely more suitable for circular representation
    • Effectiveness, Intuitiveness, Attraction
  • Visualization
    • For multidimensional data with linear relationship
    • Circular Layout, as region statistics
    • Visualization for comments
  • Writing Skills
  • Learn how to scan a visualization paper
    • Try to focus on visualization pictures in paper
    • Keep some methods down
    • Figure out something that you may use in your own design
  • Thoroughly read a paper in a long time
    • Keep some sentences down, for later writing
    • Know how to use something across the whole paper
recommended websites
Recommended websites
  • Blog About Infographics and Data Visualization - Cool Infographics
    • http://www.coolinfographics.com/
  • Alltop - Top Infographics News
    • http://infographics.alltop.com/
  • Daily Infographic
    • http://dailyinfographic.com/
  • Fast Company | Business + Innovation
    • http://www.fastcompany.com/
  • FlowingData | Data Visualization, Infographics, and Statistics
    • http://flowingdata.com/
recommended websites cont
Recommended websites – cont.
  • Infographics | GOOD
    • http://www.good.is/infographics
  • Flickr: Info Graphics
  • Information Is Beautiful
    • http://www.informationisbeautiful.net/
  • Pinterest / Search results for infographics
    • http://pinterest.com/search/pins/?q=infographics
  • Infographics & Data Visualization | Visual.ly
    • http://visual.ly/