Comparative Study of Techniques for Extracting Customer Needs from Hiking Backpack online Reviews

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Fallouh, Dani
Issue Date
Dublin Business School
Identifying customer needs has always been a significant factor that contributes to company’s ongoing success (Wang and Ji, 2010, p. 173). However, the traditional ways of identifying customer are expensive and time-consuming in addition to many other problems (Timoshenko and Hauser, 2019, p. 4). This is why there is a new approach to identify customer needs using User Generated Content (UGC) as a source of data (Kühl et al., 2020, p. 2). The main challenge is about vectorizing the data and extracting only the relevant information. In this project, the steps of this new method will be explained using customer reviews of the product “Hiking Backpack” on Amazon, Etsy and Walmart. Also, twenty combinations of different vectorization methods and supervised machine learning classification algorithms will be compared regarding both accuracy and recall scores.