An online marketing research system where users identify a specific brand and/or competitive brands in which they are interested. An internet crawler engine collects sentiments relating to the identified brands according to a sampling method, which may be created by the user. The results from the internet crawler are refined using a refinement engine. The refined sentiments are then scored by a sentiment engine. Users may view the scored results via a user interface, which itself includes an interactive sentiment modeler. The interactive sentiment modeler provides quantified insights and allows users to select types of charts, the constructs, and timelines that are important to them.