Text is everywhere, and everything is text. More textual data than ever before are available to computational social scientists—be it in the form of digitized books, communication traces on social media platforms, or digital scientific articles. Researchers in academia and industry increasingly use text data to understand human behavior and to measure patterns in language. Techniques from natural language processing have created a fertile soil to perform these tasks and to make inferences based on text data on a large scale.

For centuries, being a scientist has meant learning to live with limited data. People only share so much on a survey form. Experiments don’t account for all the conditions of real world situations. Field research and interviews can only be generalized so far. Network analyses don’t tell us everything we want to know about the ties among people. And text/content/document analysis methods allow us to dive deep into a small set of documents, or they give us a shallow understanding of a larger archive. Never both. So far, the truly great scientists have had to apply many of these approaches to help us better see the world through their kaleidoscope of imperfect lenses.