Abstract: A computer implemented method for predicting the behaviour of a population is described. The method comprising: analysing qualitative data for a transactional event encountered by at least one member of the population, to determine a topic of the qualitative data; identifying one or more emotions for the at least one member of the population associated with the qualitative data; determining a transactional event outcome for the identified emotion and associated qualitative data; assigning a score for the at least one member of the population; repeating the above steps for a plurality of events for the at least one member of the population to provide a population database; updating the score as the steps are repeated; and storing a score history and updated score in the population database; and analysing the population database and providing an output to predict the behaviour of a member of the population for new qualitative data.