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WHAT USERS WANT: A NATURAL LANGUAGE PROCESSING APPROACH TO DISCOVER USERS' NEEDS FROM ONLINE REVIEWS

Published online by Cambridge University Press:  19 June 2023

Irene Spada ,
Simone Barandoni ,
Vito Giordano ,
Filippo Chiarello ,
Gualtiero Fantoni  and
Antonella Martini
Irene Spada*
Affiliation:
School of Engineering, Department of Information Engineering, University of Pisa, Italy; B4DS - Business Engineering for Data Science lab, University of Pisa, Italy
Simone Barandoni
Affiliation:
Department of Computer Science, University of Pisa, Italy; B4DS - Business Engineering for Data Science lab, University of Pisa, Italy
Vito Giordano
Affiliation:
School of Engineering, Department of Information Engineering, University of Pisa, Italy; B4DS - Business Engineering for Data Science lab, University of Pisa, Italy
Filippo Chiarello
Affiliation:
School of Engineering, Department of Energy, Systems, Land and Construction Engineering, University of Pisa, Italy; B4DS - Business Engineering for Data Science lab, University of Pisa, Italy
Gualtiero Fantoni
Affiliation:
School of Engineering, Department of Civil and Industrial Engineering, University of Pisa, Italy; B4DS - Business Engineering for Data Science lab, University of Pisa, Italy
Antonella Martini
Affiliation:
School of Engineering, Department of Energy, Systems, Land and Construction Engineering, University of Pisa, Italy; B4DS - Business Engineering for Data Science lab, University of Pisa, Italy
*
Spada, Irene, University of Pisa, Italy, [email protected]

Abstract

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Digital media are a means to deliver products and services, but also a channel to interact with consumers and a source of information on users’ preferences. Data shared by customers on the web, the User-Generated Content (UGC), can give entrepreneurs a detailed perspective of the market. This work examines an application of Natural Language Processing techniques on UGC to discover insights on users' opinions. We collected more than 13.000 reviews of software from digital stores and review website to gather information on the customers’ perspective and their response to a given marketing strategy in two case studies on digital product's launch. The objective is to give support to two Italian companies in the process of business model development through data-driven evidence. We aim to discover who are the users and which are their needs using a lexicon-based approach to mine unstructured text. The results provide qualitative and quantitative descriptions of the market segments. We propose a method to examine UGC and to explore customers’ behavior on social media. The findings helped managers for the development of their business model, enhancing an informed decision-making process.

Keywords

Semantic data processingUser centred designRequirements
Type
Article
Information
Proceedings of the Design Society , Volume 3: ICED23 , July 2023 , pp. 3879 - 3888
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
Copyright
The Author(s), 2023. Published by Cambridge University Press

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