Consumer Insights
Product Design Case Study
Note: details omitted to protect company IP.
Note: details omitted to protect company IP.
Problem Statement
Given Natural Language Processing (NLP) technology that can "read" news articles, how can we automatically detect consumer insights in news articles?
Currently, the customer manually searches for consumer insights or reads through briefings produced by marketing research firms. This process takes a lot of time, and they still miss important new consumer trends.
Given Natural Language Processing (NLP) technology that can "read" news articles, how can we automatically detect consumer insights in news articles?
Currently, the customer manually searches for consumer insights or reads through briefings produced by marketing research firms. This process takes a lot of time, and they still miss important new consumer trends.
Approach
1. Talk to the customer about what kind of "consumer insights" they're looking for and how these insights are used today. Ask them to provide examples of what they consider to be "good" consumer insights in news articles. 2. Given their examples, manually gather a set of news articles that appear to contain "good consumer insights" and check understanding with customer. 3. Determine and record what makes each example a "good consumer insight." Evaluate for commonalities and patterns and synthesize into working definition of a "good consumer insight." A good consumer insight contains a:
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4. Work with engineers to identify these elements within news articles and score each document for the appearance and prevalence of these elements.
5. Evaluate the results and iterate on the formula. Factor in other important attributes, like credibility and content category.
6. Present automated results in format suitable to the customer (a chatbot). Set up automatic daily update so the customer can discover and interact with new insights daily. Results The customer uses the bot everyday to surface consumer insights and inform their 200 person team about new or interesting consumer trends. |