Sentiment scoring is the practice of converting analyst disposition into a consistent scale so that it can be tracked over time and compared across analysts and firms.
Scales are usually ordinal — detractor through neutral to advocate — and applied per analyst per period, sometimes weighted by assessed influence.
The score vs. the thing
The score is an instrument for observing sentiment. It inherits whatever bias the scorer brings, and it is not the sentiment itself.
Why it matters
Most sentiment scoring is performed by the AR team whose performance is assessed on the score.
That conflict is entirely manageable, and it is manageable specifically by being stated rather than discovered. A scoring system whose method is documented and whose scorer is named survives scrutiny. One that produces a reassuring upward line and no method does not.
Related: Analyst sentiment · Perception audit · Deal influence
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