Relative Insight is a British technology and data analytics company founded in 2012, with offices in

Lancaster Lancaster may refer to: Lands and titles *The County Palatine of Lancaster, a synonym for Lancashire *Duchy of Lancaster, one of only two British royal duchies *Duke of Lancaster *Earl of Lancaster *House of Lancaster, a British royal dynasty ...

and

London London is the Capital city, capital and List of urban areas in the United Kingdom, largest city of both England and the United Kingdom, with a population of in . London metropolitan area, Its wider metropolitan area is the largest in Wester ...

. The company originated from a research project at

Lancaster University Lancaster University (officially The University of Lancaster) is a collegiate public university, public research university in Lancaster, Lancashire, England. The university was established in 1964 by royal charter, as one of several new univer ...

, initially developed for crime detection and linguistic analysis in law enforcement. Relative Insight uses comparative language analytics to identify statistically significant differences in how different groups of people communicate. The platform compares language sets to uncover variations in words, grammar, topics, and tone. This enables organizations to understand consumer attitudes, improve messaging strategies, and track linguistic trends over time. Clients include global brands and agencies such as

Disney The Walt Disney Company, commonly referred to as simply Disney, is an American multinational mass media and entertainment industry, entertainment conglomerate (company), conglomerate headquartered at the Walt Disney Studios (Burbank), Walt Di ...

Unilever Unilever PLC () is a British multinational consumer packaged goods company headquartered in London, England. It was founded on 2 September 1929 following the merger of Dutch margarine producer Margarine Unie with British soap maker Lever B ...

R/GA R/GA is an innovation consultancy, and digital design and advertising agency, headquartered in New York City, with global offices in Austin, Los Angeles, San Francisco, Portland, London, Berlin, São Paulo, Buenos Aires, Singapore, Shanghai, Sy ...

Havas Havas NV () is a French multinational corporation, multinational advertising agency, advertising and public relations company, with its registered office and head office in Puteaux, France. Havas operates in more than 100 countries. The group ...

, and

Pearson Pearson may refer to: Organizations Education * Lester B. Pearson College, Victoria, British Columbia, Canada * Pearson College (UK), London, owned by Pearson PLC *Lester B. Pearson High School (disambiguation) Companies * Pearson plc, a UK-based ...

History

Relative Insight was spun out of

in 2012 by founders Phil Greenwood and James Walkerdine, and was later joined by Ben Hookway and Rich Wilson in 2013. The company's core technology originated from a decade-long research project conducted by the university's linguistics and cyber security departments. The research was initially aimed at identifying individuals engaged in online criminal activity by detecting discrepancies in their language patterns. The first commercial application of the technology was in law enforcement. Relative Insight has since expanded its application of the same linguistic comparison technology to the marketing and consumer analytics sectors.

References

{{reflist, refs= Companies based in Lancaster, Lancashire British companies established in 2012