The amount of information we handle every day has already become untameable and time-consuming. But big data is also an inexhaustible and valuable source and only those able to benefit from it will be an international market leader. Here econob’s approach comes into play. econob is one of Europe’s leading Natural Language Processing (NLP) companies. Part of NLP is enabling computers to understand natural human language, to derive meaning from the written word, which is exactly what econob does. They put an emphasis on ‘sentiment service’ that, in short, analyses texts to find out how positive, negative or neutral a product, a person or a company is mentioned.