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.

1. Driving Innovation through
Semantic Analysis of
Consumer Sentiment
Ken Klapproth
Vice President, Product Marketing
Invention Machine
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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 Formica
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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 meaning
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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 usual
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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 KB
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6. Administering Source Connectivity
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7. CONSUMER SENTIMENT
OVERVIEW
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8. Consumer Sentiment – Market Analysis Overview
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9. Consumer Sentiment – Market Analysis Overview
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10. Consumer Sentiment – Top Sentiments
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11. To access the full
presentation and webinar
replay, please click here:
http://InventionMachine.com/webinar-
semantic-analysis-consumer-sentiment/