Abstract
Customer needs and user contexts play an important role in generating ideas for new products or new functions. This study proposes a novel framework for identifying customers’ unmet needs on online social media using the Context Tree through the Hierarchical Search of Concept Spaces (HSCS) algorithm. The Context Tree represents the hierarchical structure of nodes associated with related keywords and corresponding concept spaces. Unlike other methods, the Context Tree focuses on finding the unmet needs of customers from online social media. The proposed framework is applied to extract customer needs for home appliances. Identified customer needs are used to make user scenarios, which are used to develop new functions of home appliances.
Highlights
In respect of user-centered design (UCD), customer needs contribute significantly to determining the initial direction of the new product development (NPD) process [1]
This study proposes a quantitative approach to identifying customers’ unmet needs in online social media, such as social network services (SNSs) or blog services
A single tweet is a short sentence within 140 characters, while a blog post is long and contains a lot of nested topics compared to tweets
Summary
In respect of user-centered design (UCD), customer needs contribute significantly to determining the initial direction of the new product development (NPD) process [1]. Companies attempt to identify customer needs through various channels, such as prototype, market research, focus group interview (FGI), and user observation [8–10]. These methods generate knowledge through question and answer between experimenter and user. Rather than considering customer-perceived values first, user scenarios based on available technologies and methodologies have been created. If a company has a good voice recognition technology, product features can be developed to take full advantage of that technology In this case, if the experience of customers who use the functions of the product is not sufficiently taken into consideration, the possibility of introducing a new product that is different from the user’s needs of the market increases.
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