Marketing of hedonic media products in the age of digital social media, Phase 2: Needmining – Analysis of social networks for targeted product development


Prof. Dr. Christian Barrot (Kühne Logistics University - KLU), Oliver Ettrich (KLU Kühne Logistics University)

Funded by German Research Foundation (DFG)

Brief description

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.

Project purpose

Building upon the findings of the first funding phase (project A.1), this project looks at the time before product launch. More specifically, the aim is to investigate methods of analyzing social networks to extract information for the ideation and product development phase. The development of text mining methods for the purpose of automated Needmining, i.e. a quantitative, objective representation of potential customer needs, enables decision support beyond biased instinct and creativity. The key research questions of the project are: (1) which methodical approaches of text mining are appropriate for the Needmining concept? (2) On which level of detail is Needmining useful - on the macro level for the collection of general trends and / or on the micro level for the derivation of specific product characteristics and functionalities? (3) At which stage of product development is the application of Needmining useful? (4) How can a feedback loop be designed for the Needmining to test whether the implementation of the collected needs also meets the expectations of the potential users?

Subjects

Creating Value, Marketing

Project partners

University of Hamburg, University of Cologne, University of Münster, Kühne Logistics University (KLU)

Project Web link

Contact person

Profile image

Oliver Ettrich

PhD Candidate