The role of sentiment analysis in market research is to gauge consumer opinions and emotions regarding products, brands, or market trends. By using natural language processing and machine learning techniques, sentiment analysis processes a vast amount of data from social media, reviews, and surveys to determine public sentiment. This information helps organizations understand consumer perceptions, track brand health, and refine marketing strategies. Effective sentiment analysis can lead to enhanced customer engagement and informed decision-making, allowing businesses to respond proactively to market dynamics and consumer feedback.