It is a tree structure of brands, products, campaigns, topics and features (entities) that you have to build in order to organize captured comments for a later analysis.
e.g.
How captured comments get into the information structure?
First: remember that captured comments come from Twitter @accounts, Facebook pages, Rss feeds, YouTube Channels or videos called specific sources. Also from searches on Facebook or Twitter using specific terms called search terms.
Second: once captured, comments pass through the information structure (also called ontology). While passing through, matching comments with brands, products and campaigns are organized inside those brands, products, and campaigns (also called entities).
Third: After matching, relevant comments become available in result charts, and are ready to be classified.
Share of voice chart.
Each portion of the pie represent Brands created in the information structure. By clicking on a portion of the pie (brands in this example) you can see sentiment classification % for each brand. Clicking on a portion of the sentiment pie will display the comments that comprises that sentiment.
Comments display view.