# Manage and add themes

Learn how Themes enable you to discover the data that matters the most

Written by Mikhail Dubov  
Updated over 3 weeks ago

A theme is applied to feedback by Chattermill’s powerful AI to help you understand how your customers feel about your product. It helps classify your feedback and gives you a general idea of what the feedback is about. Each theme is characterized as either positive, negative, or neutral.

## How themes are created and structured

To create themes, Chattermill’s machine learning team will analyse the different topics being mentioned in your feedback and collaborate with you to create a Theme Structure tailored to your business needs.

Themes are also grouped into Categories to help with organisation. For example, a category called “Checkout experience” may have a theme called “Receipt/email confirmation”. Under that theme is feedback, where the terms “receipt” and “confirmation email” are mentioned.

Each theme is automatically assigned a sentiment (positive, neutral, or negative) based on the content of the feedback. You’ll see the sentiment marked based on the green, grey, and red icons.

## Know what each theme means

1. [Sign in](https://app.chattermill.com/) to your account on Chattermill.
2. On the left, click **Feedback**.
3. On the right, click Themes > and click the question mark.
4. You’ll see the definitions of all the themes.

## Create a new theme.

If you don’t see a theme that you’d like to filter your feedback with, you can create a custom theme. You can only create a custom theme if you’re an admin or you have a role that allows you to add custom themes.

1. [Sign in](https://app.chattermill.com/) to your account on Chattermill.
2. On the left, click your profile picture > Settings.
3. Click Themes > + New theme
4. Enter a title and description.
5. Add your query to help tag the right responses. [Learn how to create queries](https://docs.chattermill.com/en/articles/6698277-custom-theme-query-guide).
6. Click **Save theme**.

To update your entire theme structure, check with your Customer Success Manager.

## Watch how theme structures work

Introduction to Theme Structure

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