JIMS Rohini organised a session on 25th February 2026 for the students of PGDM on “Sentiment Analysis for Consumer Behaviour”. The session aimed to provide students with practical exposure to the growing importance of data-driven insights in understanding consumer perceptions and decision-making patterns in the digital era.
The session was conducted by distinguished speakers Mr. Ojus Mishra, an academician and former entrepreneur and Shubham Prajapati, Founder and Director at Innovative Scripts Pvt Ltd.
Mr. Mishra introduced the concept of sentiment analysis and explained how organizations analyze customer opinions expressed on social media platforms, online reviews, and digital feedback channels. He emphasized that understanding consumer emotions and attitudes helps businesses make informed decisions, improve products and enhance customer satisfaction.
Mr. Prajapati further elaborated on the practical applications of sentiment analysis in business analytics. He discussed how companies use advanced tools and artificial intelligence to track consumer sentiment in real time, enabling brands to respond quickly to market trends and customer concerns. He also shared examples from industry practices to demonstrate how sentiment analysis influences marketing campaigns and brand reputation management.
The session was highly interactive, with students actively participating through questions and discussions. It provided them with valuable insights into the intersection of technology, data analytics, and consumer behaviour. Overall the session was an enriching learning experience that broadened the students’ understanding of emerging analytical techniques in contemporary business environments