The purpose of this paper is to show how the colour and personality contained in texts can be derived and analysed. This colour and personality indicates something important about the respondents’ thinking which is lost using normal analytical techniques. The method used to extract the meaningful words was largely intuitive. That is, I selected the words which seemed to me to indicate something about the thoughts of the respondents and provide colour and personality to the text. These words show how the subject under discussion is seen by the respondent. I would suggest that the method described in this paper is of great value since it allows us to understand better the responses of our respondents. It puts the “person” back into the analysis, showing that the respondents are real people not simply abstract figures.


People, Figurative Language, Texts, Quantitative Research, Qualitative Research

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Creative Commons Attribution-Noncommercial 4.0 License
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