Concepts are the meaningful words, phrases and topics you interact with in Journey Insights Hub. The platform identifies concepts from the language in each text analysis project, but you can choose which ones to track and organize them into concept lists.
Concept lists help you:
Group related ideas into a broader theme
Apply the same topics across Volume, Galaxy, Drivers and Sentiment
Maintain a consistent framework for dashboards and reporting
Share an organized set of concepts with other users
Return to established topics without rebuilding them
Create and manage a concept list
Open Concepts in the Configure Visualization side panel, then select New list.
Give the list a clear name that describes the theme or analytical purpose. Avoid names that are so broad that another user would not understand what the list contains.
Once a list is selected, you can:
Rename it using the pencil icon
Save your changes
Duplicate it to create a variation without changing the original
Delete it when it is no longer needed
Switch between existing lists using the concept-list dropdown
The Save, Duplicate and Delete buttons apply to the entire concept list. Save after adding, removing, recoloring, or editing concepts so the changes are retained.
Add concepts from a visualization
Select Add from visualization to add the concepts currently displayed in the main feature. This is useful when a visualization has surfaced a group of relevant concepts and you want to reuse them elsewhere. Review the resulting list afterward and remove concepts that do not support its purpose.
Search for and add a concept
Enter a word or phrase in the concept search field. Journey Insights Hub displays the number and percentage of matching records. Select Concept to add the result as a concept. If needed, select the pencil icon afterward to refine it in the Tag Editor.
If a search produces few or no useful matches, explore Galaxy or search for related language. The people represented in your data may be describing the subject using different terms.
Generate AI-created concept lists
Use the theme-generation option under the Concept Search bar to organize the text analysis project into higher-level themes and related concept lists. When processing is complete, the control indicates that the generated themes are available. The concept lists remain accessible in Concepts, so you do not need to generate them each time you open the text analysis project.
To generate a new set of themes, delete the existing generated themes list first. Before deleting it, review any customized lists, edits, or analysis that depend on the current themes. AI-generated themes provide a starting structure rather than a finished taxonomy. Review the included concepts, refine the lists for your business question, and validate them using the matching records.
Organize concepts within a list
Use the checkboxes to select one or more concepts. You can then:
Assign a color
Remove the selected concepts
Select all concepts for a bulk update
Color can represent categories, priorities, business areas, stages of an experience, or another framework meaningful to your team. Use colors consistently so they retain the same meaning across visualizations. The dropdown beside each concept provides access to additional options, including editing where available.
Refine a concept in the Tag Editor
Click the pencil icon when selecting a concept to open the Tag Editor when you want to review or change what a concept represents.
The Tag Editor shows:
Total matches: Exact and conceptual matches combined
Exact matches: Records containing the concept itself
Conceptual matches: Records containing closely related language
Matches: The number of records associated with a suggested conceptual match
Association: The strength of the relationship between the suggested match and the concept
A higher association score indicates a stronger conceptual relationship. Association is different from match count: one measures relationship strength, while the other measures how many records contain the related concept.
Review the suggestions and choose which conceptual matches to include or exclude. This lets you remove a related term that does not fit the meaning you want to track without discarding conceptual matching entirely.
Combine concepts with OR
Use a comma between concepts to create an expansive OR definition.
For example: delivery, shipping
This concept includes records that match either delivery or shipping. A record does not need to contain both.
Use OR when:
Several words represent the same broader topic
People use different terms for the same experience.
You want to track related products, services, or processes together
The analysis should include any of several qualifying concepts
OR concepts are represented by a filled concept marker in the interface.
Because OR expands the definition, review the resulting matches to make sure the combined concept has not become too broad.
Combine concepts with AND
Use an ampersand between concepts to create a restrictive AND definition.
For example: service & delay
This concept includes only records that match both service and delay.
Use AND when:
One concept is too broad on its own
You need to examine a subject only within a particular context
Two ideas must be present for the record to qualify
You want a more targeted subset of matching records
AND concepts are represented by a hollow concept marker in the interface.
Because AND requires both concepts, it usually returns fewer matches than either concept individually. Check that enough records remain to support the analysis.
Exclude an unwanted concept
Add a minus sign before a concept to exclude records that also match it.
For example: support, -sales
This definition includes records matching support, but excludes records that also match sales.
Use an exclusion when:
A word has more than one meaning in the text analysis project
One recurring context introduces irrelevant records
A broad concept needs to exclude a particular product, group, or use
Conceptual matching repeatedly includes an unwanted area of conversation
Exclusion is different from removing one suggested conceptual match in the Tag Editor. Removing a suggestion changes whether that related concept contributes to the match definition. A minus-sign exclusion removes records that match the excluded concept.
Review excluded records carefully before saving. An exclusion that is too broad can remove useful evidence along with the unwanted matches.
Build a useful compound concept
OR, AND, and exclusions can help you create concepts tailored to your analytical question.
When building a compound concept:
Begin with the simplest definition that captures the topic
Review the total and exact matches
Inspect the suggested conceptual matches
Use OR to include alternative language
Use AND only when both ideas must be present
Add exclusions only for consistently irrelevant contexts
Open Records to test the resulting definition
Update the name so it clearly describes what the final concept represents
Save the concept, then save the concept list
The concept name may not update automatically when you add or remove components. Rename it manually so another user can understand the definition without opening the Tag Editor.
Maintain useful concept lists
A strong concept list should have a clear purpose and contain concepts that support the same analytical question.
Periodically:
Review exact and conceptual matches
Remove concepts that introduce unrelated records
Add emerging language discovered in the visualizations
Check that compound concepts are neither too expansive nor too restrictive
Use understandable names and consistent colors
Duplicate a list before changing it for a different use case
Validate edited concepts in Records
Save the list after every meaningful update