Digital media are a means to deliver products and services, but also a channel to interact with consumers and a source of information on users' preferences. Data shared by customers on the web, the User-Generated Content (UGC), can give entrepreneurs a detailed perspective of the market. This work examines an application of Natural Language Processing techniques on UGC to discover insights on users' opinions. We collected more than 13.000 reviews of software from digital stores and review website to gather information on the customers' perspective and their response to a given marketing strategy in two case studies on digital product's launch. The objective is to give support to two Italian companies in the process of business model development through data-driven evidence. We aim to discover who are the users and which are their needs using a lexicon-based approach to mine unstructured text. The results provide qualitative and quantitative descriptions of the market segments. We propose a method to examine UGC and to explore customers' behavior on social media. The findings helped managers for the development of their business model, enhancing an informed decision-making process. © The Author(s), 2023. Published by Cambridge University Press.
WHAT USERS WANT: A NATURAL LANGUAGE PROCESSING APPROACH TO DISCOVER USERS' NEEDS FROM ONLINE REVIEWS
Spada I.Primo
;Barandoni S.;Giordano V.;Chiarello F.;Fantoni G.;Martini A.Ultimo
2023-01-01
Abstract
Digital media are a means to deliver products and services, but also a channel to interact with consumers and a source of information on users' preferences. Data shared by customers on the web, the User-Generated Content (UGC), can give entrepreneurs a detailed perspective of the market. This work examines an application of Natural Language Processing techniques on UGC to discover insights on users' opinions. We collected more than 13.000 reviews of software from digital stores and review website to gather information on the customers' perspective and their response to a given marketing strategy in two case studies on digital product's launch. The objective is to give support to two Italian companies in the process of business model development through data-driven evidence. We aim to discover who are the users and which are their needs using a lexicon-based approach to mine unstructured text. The results provide qualitative and quantitative descriptions of the market segments. We propose a method to examine UGC and to explore customers' behavior on social media. The findings helped managers for the development of their business model, enhancing an informed decision-making process. © The Author(s), 2023. Published by Cambridge University Press.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
