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Driving Innovation through Semantic Analysis of Consumer Sentiment
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Driving Innovation through Semantic Analysis of Consumer Sentiment


Every 60 seconds there are: …

Every 60 seconds there are:
-700,000 Facebook status updates
-100,000 new tweets
-1,500 new blog posts
- Hundreds of thousands of comments being made about products, services, and brands

Are you taking advantage of all of this new information consumers are posting and sharing on the web and in social media? With the explosion of social media usage, social data is expanding at an incredible pace and companies are scrambling for new and innovative ways to harness and make sense of this information.

New consumer sentiment analysis features in Goldfire®, the Innovation Intelligence Platform, allow organizations to semantically recognize consumer opinions, perceptions, attitudes, habits, and expectations - relative to their own brands and to those of their partners’ and competitors’ - in order to drive innovation and product development.

Published in Technology , Business
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  • 1. Driving Innovation through Semantic Analysis of Consumer Sentiment Ken Klapproth Vice President, Product Marketing Invention Machine1
  • 2. Being the “Generic” Category Brand Artificial Turf Astro Turf Cola Coke Facial Tissue Kleenex Flying Disk Frisbee DVR TiVo Pain Relief Aspirin Photocopy Xerox Plastic Laminate FormicaPage 2
  • 3. Challenges to Getting Feedback  Great product offerings are customer focused  Traditional feedback methods becoming less effective • Gathering data is expensive (focus groups) • Participation is limited • Lengthy getting to results  Today people opine on the Internet • Forums, blogs, & social media • Statistically significant populations • Form/contribute almost instantly – thank mobile  Challenge: Separating “wheat from chaff” • AKAIF, IMHO, OMG, ROFL, >:(, etc.  Goldfire’s novel approach: Semantically extract meaningPage 3
  • 4. The Goldfire Approach  Identify sources • Content rich in opinion/sentiment • Any traditional Goldfire internal/external content • Social media: Facebook, Twitter, RSS feeds  Create KB for feeds  Consumer Sentiment Lenses • Already defined in Goldfire • Likes, Dislikes, Wishes, Deficiencies, Failures, etc.  Research in Goldfire as usualPage 4
  • 5. ‘Stream’ Sources – New in Goldfire 7.0 Traditional KB Feed KB Identify Data Store Identify Data Store Collect Stream Index Documents Index Documents Update Update Goldfire Goldfire KB KBPage 5
  • 6. Administering Source ConnectivityPage 6
  • 8. Consumer Sentiment – Market Analysis OverviewPage 8
  • 9. Consumer Sentiment – Market Analysis OverviewPage 9
  • 10. Consumer Sentiment – Top SentimentsPage 10
  • 11. To access the fullpresentation and webinarreplay, please click here: