"It might be tempting to think that some well-written FT queries or Regular Expression wizardry can tell you a lot about your unstructured data (aka “text”). But Text Mining is a lot more than that. It’s detective work, slogging through millions and millions of text records to find relatable patterns and derivative words. There is no automation of this stuff - it’s investigation with a goal in mind. Used to be this stuff took months - but armed with some cool technology, it can now take weeks or even days."