Exploiting online customer reviews for product design

Abstract

Online customer reviews (OCRs) are the text features of a consumer feedback on the crowdfunding platform. Utilization of OCRs as online survey provide an opportunity to obtain extensive and fast data about product information, experience of use and services. OCRs can be important information to identify consumer desires for a product design. This research proposes to utilize OCRs as input in developing products for start-up product. The object of this research is technology products. 34,006 OCRs were collected by scraping from kickstarter website. Opinion pros and cons are classified so as to produce 26,993 positive reviews and 13,203 negative reviews. extracted data use text pre-processing and Term Frequency-Inverse Document Frequency (TF-IDF) is used to select words through the classification of product design attributes. Our results show that the functional attributes and followed by aesthetics to be an important role in product design because these attributes have high reviews that customers consider when choice and buying products. More than that, the pros and cons based on relative value of product design reviews contained in online customer reviews are consideration for maintain and evaluate product design attributes. So that technology product produced by startup product can be successful in the online market.