Using social media data for new product development
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1) The document discusses using social media for new product development by collecting ideas and suggestions from online posts. 2) It outlines a process of iteratively searching social media to find posts about new product ideas, wishes, and things people want made or improved. 3) The sources of data have become more diverse over time but may still underrepresent certain groups, and the suggestions tend to focus on generic consumer needs, electronics, and popular brands.
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Using social media data for new product development
- 1. Tell me what you want, what you really, really want: Using social media for New Product Development Ideation Annie Pettit, Chief Research Officer #ESOdigital @LoveStats
- 2. Top 2 Client Desires 1. Show me anything 2. New product development #ESOdigital @LoveStats
- 3. NPD Process #ESOdigital @LoveStats
- 4. Process to create and describe idea 11/06/14 #ESOdigital @LoveStats
- 5. Traditional Methods • Ask in a survey • Ask in a focus group • Ask in a community • Watch in a focus group • Watch submitted videos #ESOdigital @LoveStats
- 6. Traditional Problem #1 I forgot my great idea! http://www.mrmen.com/mr-forgetful-2/ #ESOdigital @LoveStats
- 7. Traditional Problem #2 I should have thought of that yesterday! #ESOdigital @LoveStats
- 8. Traditional Problem #3 I don’t want to be friends with my butter http://www.fastcompany.com/1495703/no-i-dont-want-be-friends-my- butter-brand-relationships-social-media-era #ESOdigital @LoveStats
- 9. Listen! For frustration For dreaming For wishing #ESOdigital @LoveStats
- 10. How to Build an NPD Dataset #ESOdigital @LoveStats
- 11. Step #1: Find Anything • They should make a pillow with a hole in it so I can sleep with my beats on • They should make a store called Short & Skinny • they should make mini soup cans #firstworldproblems #ESOdigital @LoveStats
- 12. Step 2: Find anything AND that • They should make a Calvin Klein fashion show for guys • I want mini soup cans #firstworldproblems • They should make flavored pen caps #justsaying #ESOdigital @LoveStats
- 13. Step 3: Rinse and repeat #ESOdigital @LoveStats
- 14. Iterative Searching Why can’t someone design… If only someone would… Someone should make… Why can’t they make… Is it so hard to make… #ESOdigital @LoveStats
- 15. Deconstruction #ESOdigital @LoveStats “Someone should develop” Someone Should Allow Get rid of They Needs to Bring back Honor Apple Has got to Build Improve Nike Create Make Starbucks Design Offer Brand Fix Sell me “Wish I could afford” Wish I could Afford Wishing We could Find Keep hoping Try “Keep hoping there was a better” Wish There was a Affordable Way Wishing There were Better Store Keep hoping More
- 16. Final algorithm Hundreds of criteria Millions of verbatims #ESOdigital @LoveStats
- 17. Problem #1 #ESOdigital @LoveStats 17
- 18. Problem #2: Memes #ESOdigital @LoveStats
- 19. Where does the data come from? #ESOdigital @LoveStats
- 20. 2012 – Tons of Twitter #ESOdigital @LoveStats
- 21. 2013 – More diversity #ESOdigital @LoveStats
- 22. 2014 – Even more diversity #ESOdigital @LoveStats
- 23. Does the Source Matter? #ESOdigital @LoveStats
- 24. Who is offering suggestions? #ESOdigital @LoveStats
- 25. Men and women suggest #ESOdigital @LoveStats #ChartFail!
- 26. Diverse ages suggest #ESOdigital @LoveStats Data from 2014
- 27. Problem #3: Not representative • More younger people • More twitter #ESOdigital @LoveStats
- 28. What do they make suggestions about? #ESOdigital @LoveStats
- 29. • Step 1: Apply text analytics • Step 2: Analyze, Synthesize, Storyize #ESOdigital @LoveStats
- 30. Electronics of course #ESOdigital @LoveStats
- 31. Generic needs #ESOdigital @LoveStats
- 32. Generic features #ESOdigital @LoveStats
- 35. iPhone Features #ESOdigital @LoveStats
- 38. I wish there was a way • to call my TV remote • to sleep on my stomach without squishing my boobs • to start getting people to boycott this brand • To connect to the internet not go through the whole phone and blah blah blah #ESOdigital @LoveStats
- 39. They should make • an online dating site where you are only matched by your music • your iPod detect your mood and make a playlist for it • a microwave that cools stuff down • They should make candy that cleans your teeth, for the love of science #ESOdigital @LoveStats
- 40. #FemalePains • I can't decide what I hate more: shaving my legs or blow drying my hair #FemalePains • I feel so helpless without a hairband on my wrist #femalepains • i'm wearing a skirt and my laptop is burning my legs #fmalepains #ESOdigital @LoveStats
- 41. They should make untangling headphones an olympic sport #ESOdigital @LoveStats
- 42. Summary • Go beyond Twitter and Facebook • Think like a consumer • Tune in to frustration and wishing • Pay attention to stupid #ESOdigital @LoveStats
- 43. 11/06/14 #ESOdigital @LoveStats 46 Thank you! Annie Pettit Chief Research Officer Peanut Labs annie@peanutlabs.com : )