Text analytics provide opportunities to quantify unstructured data. This presentation features a high-level overview of using text analytics to create better insights for a long-running transaction survey. This analytic approach allows us to go beyond summarizing with text analytics to look at directional relationships between text and quantitative data. This has the potential to drive decision making, allowing us to examine the relationship between topics mentioned in satisfaction survey open end responses and quantitative measures of key drivers. Text analytics enable more flexibility in research and business decision making, allowing for analysis on emerging themes without adding additional data collection.