Using Boolean syntax, we are able to tap into what conversations are happening around the search set. Searches are keywords-based, but the Boolean capabilities allow us to filter the data set to drill down to precisely what we want.
Although Boolean logic is a powerful way to filter large data sets, the syntax can be tricky to learn.
For full-on sentiment analysis capability, Sysomos Heartbeat might be a better choice. In Hearbeat you can see what people are saying specifically. You can also alter sentiment (e.g. from negative to neutral). In MAP you cannot manipulate the data in this way.
The only customization we did was creating a folder-based organizational system so that individual client histories are easy to locate by team members. It's easy to create folders and organize search history by client.