Relative Insight is a technology and analytics firm founded in 2012 with offices in London and Lancaster.

It detects statistically significant differences in words, topics, style and grammar to help brands determine how to interact with consumers and in what context.

Clients are a mixture of brands as well as creative and media agencies including R/GA, Disney, Unilever, Havas, and Pearson.

[2] Relative Insight was spun out of Lancaster University in 2012 by founders Phil Greenwood and James Walkerdine, who were joined by Ben Hookway and Rich Wilson in 2013.

[3] The technology was originally developed through a 10-year research project with Lancaster University's linguistic and cyber security departments to detect masquerading by criminals online by analyzing language use.