凯度：影响中国消费者对休闲食品满意度的主要因素分析报告（英文版）（14页）.pdf

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1、Uncovering the key driversof consumer satisfaction in the snack category inChina1A case study utilizing big data and naturallanguage processing as a tool in brandinsight12As with most thingsthese days,consumer insight is facingdisruptionand we can trace a similar cause to this disruption,digital.Tra

2、ditionally companies that are consumer centric conduct research by proactively going to their consumers and asking questions.This can be through an internal CRM system,focus groups or surveymethods.With the advent of the information age,we have seen an exponential growth in the information available

3、 for us to look at it.Couple this with a mass migration of consumers to online commerce,as well as the interlink between so many aspects of life being digitized,there isa wealth of information available digitally to be analyzed for our insightneeds.One of the major issues today is that many brands a

4、nd companies lack either the right partners,the right tools or the internal capabilities and organizational structures totruly make this insight work forthem.We believe that proactive,survey based,insight will always have a place in the foundations of building strategy.Without asking direct question

5、s to consumers,you can often not find the answers you are looking for.This highlights a big drawback in the use of big data given its passive nature,it is often very difficult to find answers to specific questions.However,in some senses,its biggest weakness is also its biggest strength.Given their p

6、assive nature the reviews are primarily basedon an actual purchase,with no applied screener and show alower degree of biasthansurveys.Additionally,the high frequency and high volumes of data lead to ability to lend more credibility(for those put weight on sample size)and the ability to track at more