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Twitter as a giant ideabox - Systematically identifying customer needs regarding the Ring Video Doorbell through analysis of tweets

Huizing, M.V. (2021) Twitter as a giant ideabox - Systematically identifying customer needs regarding the Ring Video Doorbell through analysis of tweets.

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Abstract:This thesis builds upon the Needmining method described in Kühl et al. (2016). To expand the scope of this method, the BERT model was applied to a dataset of Twitter microblogs concerning the Ring Video Doorbell. The model was found to provide relatively accurate predictions with relatively high recall and precision, proving the Needmining method to be effective beyond the scope of e-mobility. Through manual assessment of 10.000 tweets, 875 ‘need tweets’ were identified, distributed across 15 main categories and 54 subcategories. Analysis of Twitter data was found to be a viable method for innovation managers for identifying customer needs for the Ring Video Doorbell. Furthermore, to provide more refined managerial insight, the main categories were placed within the model of Kano et al. (1984) through the analysis of complaints and compliments (ACC). Although this method was found to be unreliable, it still provided meaningful insights in some need categories.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/86552
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