Methodical data-driven integration of customer needs from Social Media into the product development process

Abstract

Due to the strong technical and functional similarities of today’s consumer products, the emotional and sensory product characteristics become increasingly important in order to stand out from the competition. The objective of this research is to develop a data-driven methodology to systematically integrate customer needs into the product development process. For the comprehensive acquisition of valuable data, various sources of information need to be taken into account. The different sources and data have to be standardized and structured to enable data analytics. This research focuses on Social Media as an important data source to identify customer needs.

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