Abstract: Feedback aggregation and visualization is provided. A feedback insights and visualization system collects feedback records received from a plurality of different channels, and uses a modifiable and customizable synonyms list to automatically aggregate related feedback that may be described using a variety of terminology within unstructured text to ensure that insights, such as trends, common issues, and/or issues and solutions across an enterprise are represented and discoverable in aggregated feedback. For example, the synonyms list allows for commonly-unrelated terminology to be linked, such that associated subtopics-of-interest may be detected and visually represented in a data visualization, wherein display attributes of the subtopics-of-interest are indicative of the frequency of inclusion of the terminology across collected feedback records.