Funding phase two builds upon the findings of the first funding phase, which investigated targeted marketing communication with social networks in the early phases after product launch of hedonic media products such as books, computer games or music. This project looks at the time before product launch to investigate methods of quantitative support for the ideation and product development phases. Existing text mining approaches are to be refined and extended, enabling automated Needmining, i.e. a quantitative, objective representation of potential customer needs. This datafication of the ideation- and product development phase is to be established, so that quantitatively collected, qualitatively edited wishes, filtered out of the communication of the potential customers can be used as decision support instead of biased instinct and creativity.
Creating Value, Marketing