Automatically identifying customer needs in user-generated content using token classification

doi:10.1016/j.dss.2023.114107

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Automatically identifying customer needs in user-generated content using token classification

2024-03-01

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DOI：10.1016/j.dss.2023.114107

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Abstract

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Users generate tremendous amounts of data on the Internet every day. This so-called user-generated content (UGC) is valuable input for organizations since it may include individual experiences, opinions, and desires with respect to the products and services they offer. To automatically process UGC, automated techniques, typically referred to as Needmining, have been developed. Existing Needmining approaches extract customer needs from UGC by binarily classifying unstructured textual data into need-content and no-need content. However, they are not able to extract the specific needs. We address this research gap by developing a decision support artifact that re-conceptualizes Needmining from a binary classification problem to a token-classification problem to extract specific needs from informative content. To achieve this, we break down customer needs into components, i.e. attributes and characteristics and develop a token classification artifact. The artifact accurately identifies the need-components and, therefore, can identify specific customer needs in user-generated content. We organize and discuss the value of the artifact's output and further enrich the model with sentiment data to distinguish relevant needs. If applied, the artifact can realize efficiency gains for decisionmakers in the field of product development as it automatically and quickly identifies relevant consumer needs.

Keywords:

Data-driven decision making

Needmining

Token classification

Deep learning

Product development