Top People & Brands - our new real-time, AI-powered widget

We're excited to announce Top People & Brands, a new innovative feature that uses AI to instantly identify the people and brands driving conversations around any topic, event, or narrative.

This widget offers three, real-time visualizations to address your unique needs.

What are the three visualizations and what do they do?

Word Cloud: Highlights key individuals or brands, rapidly showcasing conversation dominance by size-based results by either interaction or article count.

Bar Graph: Instantly ranks individuals and brands by interest volume, providing real-time insights on influential players during events or crises.

Interest Quadrant: Acting as your strategic radar, it plots individuals, brands, or subjects onto a quadrant based on their public and media interest levels. This allows swift identification of under-explored topics, potential high-interest stories, or areas of media-public misalignment.

How does it work?

The Top People & Brands widget can be added like any other widget. Simply click on 'Add Widget' from within a search, and select it from within the 'Visualizations' menu.

The most important thing to be aware of is that all three visualization charts are accessed from within the same widget, but you are able to easily change between each of them. Furthermore, you can choose to display results by either Interactions or Articles Published in the Word Cloud and Bar Chart. And finally, you can choose to switch between People and Brands in the Bar Chart and Interest Quadrant.

You are also able to choose to hide results as well as export your results to Excel or CSV. Please review the overview video above for a full walkthrough of the widget.

The Interest Quadrant

The Interest Quadrant is a precision mapping tool that identifies four distinct quads based on public and media interest levels, each offering unique insights and strategic potential. Let’s look at each in a bit more detail.

OPPORTUNITY (High Public Interest + Low Media Interest)

The Opportunity quadrant highlights the fertile land where high public interest has yet to be met with matching media coverage. Engaging with such subjects presents a chance to capture a curious audience and to lead the conversation by providing fresh, sought-after insights. This unique opportunity, however, comes with a caveat: the importance of ensuring the chosen topics have a broad enough appeal to sustain prolonged engagement.

SPOTLIGHT (High Public Interest + High Media Interest)
The Spotlight quadrant is a stage where public curiosity and media attention converge, amplifying the most popular and timely discussions. Operating in this space can lead to increased visibility and relevance. However, standing out amidst the competition requires careful maneuvering. Fresh and unique perspectives are crucial to avoid saturation. This brightly lit quadrant, although attractive, demands mindful handling to truly shine.
SHADOW (Low Public Interest + Low Media Interest)
The Shadow quadrant contains lurking topics barely gracing the attention of both public and media. This could hint at a dwindling story or a trend struggling to find its footing which is best to ignore. This quiet territory might imply the need for a strategic pivot, refocused efforts, or perhaps abandonment of a sinking narrative. However, within this obscurity lies a challenging opportunity: unearthing less obvious, yet potentially impactful narratives that could spark interest when cast under a new light.


Of course, during a crisis event, you might be very happy to see your name or your company residing in the quiet darkness of this quadrant.
ECHO (Low Public Interest + High Media Interest)
The Echo quadrant is characterized by a dissonance between high media interest and low public engagement. Here, the media's message resounds, but the public's response remains faint. This dissonance signals potential misalignment that may require reassessing and adapting the narrative to better engage the audience. Despite the challenge, the echo presents an intriguing opportunity to understand this disconnect and redefine the conversation, potentially transforming the echo into a harmonious dialogue.


Remember, the Interest Quadrant is a dynamic tool that provides nuanced insights into the constantly shifting landscape of public and media interest. Keep a close eye on it to stay ahead of the curve.


Questions and answers

Q: Is it possible to export the three visualization charts as images?

Not at the moment, but we plan to add this feature in the near future. 

Q: Am I able to add more than one Top People & Brands widget to a search?

No, you can only add one widget per search. However, you can easily and quickly switch between the charts. You are also able to add up to five widgets per dashboard.

Q: How far back is the data available?

Data is available from May 1st 2023. 

Q: Why are there duplicates of a specific brand or person? 

You may encounter situations where you see variants of the same person or brand in the results. For example, you may see both “Orban” and “Viktor Orban”. In these situations, you can use the “Hide” feature to remove duplicates from the visualization. 

Q: When will this feature support other languages? 

At present, this feature works for English language web articles. We’ll evaluate support for additional languages in the coming months. Please let us know if there is a specific language you’d like to see supported. 

Q: Why are government bodies and NFPs appearing as brands? 

The algorithm detects named organizations within the source text. This includes government entities such as Congress, Department of State and non-profit organizations such as the World Health Organization. 

Q: A brand is appearing as a person. Why is this and what should I do? 

As the feature is powered by AI, you’ll occasionally encounter false positives. In these cases, you can Hide the incorrect entity from the visualization.

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