Deriving consumer insights from user-generated data

The CPG industry has been experiencing many changes with the rise of the digital consumer. In order to adapt to the changes and earn a competitive advantage, an American multinational conglomerate corporation wanted to unlock deep consumer insights from honest, unfiltered product reviews across e-commerce websites.

Objective

The CPG industry has been experiencing many changes with the rise of the digital consumer. In order to adapt to the changes and earn a competitive advantage, the company wanted to get a deep understanding of the needs and behavior of evolved consumers by gathering insights from honest, unfiltered product reviews.
The company partnered with Netscribes to unlock insights on floor cleaning tools in Thailand by analyzing customer reviews across e-commerce websites. Through the engagement the company was hoping to get answers to the following questions:

1. What are consumers’ concerns with floor cleaning?
2. What methods do they use for cleaning?
3. What tools do they use?
4. How frequently do they use them?
5. What do they seek when purchasing floor cleaning tools?
6. How is the consumer perception towards their products and other brands in the market?
7. What do they think of traditional floor care and modern floor care?

Solution

The Netscribes team combined traditional market research with analytics to ensure that the client gets the most accurate and useful insights into the consumer demand and behavior.
The team conducted extensive secondary research to assess the overall floor cleaning product market and identify products of different brands in Thailand. It then identified products with a significant number of reviews for further analysis. Over 2000 reviews for 30 products from five competitors were selected.
We leveraged our AI-based User Review Analysis platform, which automates the process of gathering user-generated data, classifying data by demographic, brand, and other criteria; interpreting customer feedback, and reporting the analysis on an intuitive dashboard. The platform interprets customer feedback using NLP techniques to extract customer and product attributes and identify the sentiment and product rating.
Netscribes analysts did a further deep-dive analysis on the information to uncover the factors shaping customers’ purchase decisions, product usage patterns, and brand affinity, and provided recommendations to guide the client’s marketing strategies.

Results delivered

Based on the product reviews that were analyzed, it was found that factors such as cleaning effectiveness, build of the product, and fluid absorption rate were the primary concerns consumers faced with floor cleaning products.

A majority of consumers consider mopping as the primary floor cleaning activity and use different types of mops or cloth for cleaning. In addition, factors such as the ease of handling, material of the tools, and ease of draining extra water played a crucial role in shaping customers’ purchase decisions.

Recommendations
Based on the analysis, we suggested improvements in the client’s products and messaging so that they are better aligned with consumer expectations.