Beyond Popularity: Assessing Collaboration Tools Through User Sentiments


April 26, 2024

Target: Unearthing the Most Positively Perceived Collaboration Software Tool

Delving into the ocean of collaboration software tools, one may be lured to ask, which among them generates the most favorable sentiment? Who is championing the race of positive mentions? In our quest to identify the titan among the contenders, we’ve taken a deep dive into an ocean of web mentions, collecting data over the span of a month. Our focus lay on the following collaboration tools, gauging their usage in positive and negative contexts:

  1. Jira
  2. Azure DevOps
  3. ServiceNow
  4. Asana
  6. ClickUp
  7. Zendesk

A quick note before we dive deeper: our analysis, while thorough, isn't necessarily a professional one conducted by sentiment analysis experts. Despite setting robust filters and constantly refining our methods, there might be slight deviations from accuracy. After all, eliminating all noise completely is a formidable task. That being said, we believe our findings offer insightful, valuable, and interesting data.

The Emotional Connection: How Collaboration Tools Score

While there are numerous software rankings out there from G2, Capterra, Gartner, and others, they primarily focus on features, reviews, revenue, and market share. Rarely do they take into account the emotional connection users have with the software—the sentiment.

In the fiercely competitive software market, most tools offer strikingly similar core functionalities. So, what is the differentiating factor? What makes users prefer one over the other? The user experience, performance, feature completeness, customization possibilities, deployment options (SaaS vs On-Premise), or pricing could all play a role.

But remember, at the heart of all these decisions are people. It's not just Business-to-Business (B2B) or Business-to-Consumer (B2C) - it's Business-to-Human (B2H). In this digital age of social media and reviews, emotions and buzz around a tool can significantly sway decisions. People prefer to work with a tool that exudes a positive vibe.

As, our role is to help people integrate software or migrate from one platform to another, like Jira to Azure DevOps or ServiceNow to We don't champion one software over another; each has its own strengths and ideal scenarios. Our primary focus is on customer satisfaction. If it works for the user, it’s good.

A Glimpse into the Past

To give a fair playing ground to our contenders, we must acknowledge how long each tool has been in the market, allowing them to amass a user base that talks about the tool. Here’s a brief overview:

  1. Jira: 2002
  2. Azure DevOps: 2018 (originating from Visual Studio Team System launched in 2006)
  3. 2012
  4. ClickUp: 2017
  5. ServiceNow: 2003
  6. Zendesk: 2007
  7. Asana: 2008

Jira, as the oldest tool, paved the way for others, closely followed by ServiceNow. The recent entrants in this field are ClickUp and, who have taken cues from their predecessors.

Behind the Scenes: The Collaboration Software Tools Sentiment Analysis

The team tirelessly collected data on our selected collaboration tools for over a month. For this specific analysis, we used data from 27th January to 27th February 2022. This report was made possible thanks to our friends at Brand24, the Social Media Monitoring tool, recognized as a leader in its domain.

Brand24 collects mentions about specified keywords across blogs, news channels, social media platforms (primarily Twitter, as LinkedIn is not accessible, and Facebook and Instagram data collection are limited to public mentions). This data allows a brand to see what people are saying about it and join the conversation.

We analyzed over 65,100 mentions concerning these collaboration tools to see which incited the most positive and negative sentiment. We won't lie - it was a tough job. The analysis had its fair share of obstacles, like filtering out unrelated mentions due to overlapping keywords.

The Findings: Most Popular, Loved, and Controversial

After sifting through data, we have some intriguing results:

  • Most popular: Jira - Undeniably, Jira is the most popular collaboration software tool, accounting for almost 30% of all collected mentions.
  • Most loved: ClickUp - With 46% positive mentions, ClickUp is evidently the most loved tool. The second-place Asana had two times fewer positive mentions.
  • Most controversial: Jira - Jira stirred emotions with 20.55% of negative mentions, the highest among all. But being a leader isn't easy; it's said, "It doesn't matter what they say about you, as long as they say it."
Collaboration Software Tools, Sentiment Analysis: Selected countries
Collaboration Software Tools, Sentiment Analysis Details (all countries)

"Our analysis has shed light on the fascinating landscape of collaboration software tools. We discovered that popularity doesn't necessarily correlate with positivity - a profound finding that gives a fresh perspective to the dynamics of the software market. We're intrigued to see ClickUp, a relatively newer player, standing tall in terms of positive sentiment. Despite Jira's unmatched popularity, it's inspiring to see newer entrants making their mark. The analysis reaffirms our commitment at Getint to work with a diverse range of software, tailoring solutions to individual user preferences and needs. The user's love for a tool is the real driving force behind its success, and that's what we aim to harness."

Jacek Wizmur, Co-Founder of Getint

The In-depth Sentiment Analysis for Collaboration Software Tools

In our study, we not only collected the total mentions for each tool but also compared positive and negative mentions.

  1. ClickUp - The recent entrant ClickUp is making waves. Despite having a smaller user base than its older counterparts, it tops the chart for positive mentions with 46% positivity. An impressive feat!
  2. Jira - As the most mentioned tool, Jira evokes strong emotions. The mentions were polarized, with 17% positive and about 20% negative.
  3. Azure DevOps - Azure DevOps showed a lower level of social media activity, presumably because of its more technical audience. Interestingly, the positive mentions were almost twice the negative ones.
  4. ServiceNow - ServiceNow holds a neutral position with most mentions being neutral and a positive sentiment of 17.11%. The negative sentiment is minimal at only 2%.
  5. Asana - Asana is runner-up in both positive and negative mentions. The total volume of mentions puts it in the fourth position.
  6. - secures the third spot for most positive mentions, fourth for negative mentions, and total volume.
  7. Zendesk - The analysis of Zendesk was challenging. There was a significant volume of mentions related to its stock and very few on the product itself.

These findings, though broad, provide a starting point for further analysis. Digging deeper and parsing the data by industry, geography, and demographics might yield even more insightful results.

Based on our sentiment analysis, ClickUp stands tall as the most favored collaboration software tool. However, the race is far from over, and the tables can turn. We'll continue our sentiment analysis studies to keep you updated on the pulse of the collaboration software market.

Here's how Brand24's Sentiment Analysis Works:

When we discuss sentiment analysis, we're essentially talking about understanding the emotional tone carried by online pieces of writing. As Tom from Brand24 puts it, "Sentiment analysis, also known as opinion mining, or emotion AI, boils down to one thing: It’s the process of analyzing online pieces of writing to determine the emotional tone they carry, whether they’re positive, negative, or neutral."

The sentiment analysis system used by Brand24 for text analysis combines natural language processing (NLP) and machine learning techniques to assign weighted sentiment scores to different entities. Texts that form the mentions are converted into numerical sequences. These numerical representations are much more digestible to algorithms compared to raw text strings. Through the use of embeddings, Brand24 has developed a neural network capable of differentiating between various sentiments. In this process, the entire text within a found entry is analyzed.

Here is an example how the data in Brand24 look like:

The sentiment analysis journey at Brand24 begins with Dictionary Analysis. The company has a repository of thousands of words associated with both positive and negative emotions, each word having a specific weight assigned to it. In this initial phase, Brand24 divides content into sentences, analyzing each of them separately for the presence of these emotion-associated words.

Next comes the Linguistic Analysis stage. At this point, language rules and context analysis, as described in the first stage, are implemented. For example, when the algorithm encounters the word "good," it checks whether the word "morning" has appeared before or after it. The algorithm accounts for numerous additional parameters, such as the proximity of positive or negative words to the search subject. Only results that meet these parameters are marked as positive or negative.

It's crucial to understand that in this report, we're not asserting that Jira is superior to Asana or vice versa. Instead, our analysis focuses on identifying the emotional tone of the posts written by users. Thus, we provide a nuanced perspective on user sentiment regarding these popular collaboration software tools, presenting an alternative way to gauge their popularity and effectiveness.

Remember to use Brand24 for your sentiment analysis needs. Harness the power of AI, NLP, and machine learning to uncover the emotional tone of your customers' online posts and get valuable insights into your products or services. Boost your SEO strategy, improve customer relations, and make informed business decisions with Brand24's comprehensive sentiment analysis tool.

The Conclusion: Why Sentiment Matters?

Our sentiments define our choices. They are an integral part of our decision-making process. By understanding the sentiments of users, we can identify patterns, trends, and preferences. These insights can help software developers enhance their products, improve user experience, and stay ahead in the competitive market.

Our analysis provided an insightful look into how the leading collaboration software tools are perceived. We hope you found our deep dive into sentiment analysis of collaboration software tools helpful and intriguing.

After all, it's not just about being popular; it's about being loved. The tool that wins the heart, wins the game.


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