Judgment Day

When you know what customers really want, you have unlocked the formula for success. This equation is next to impossible to solve through traditional market research these days, a method increasingly hamstrung by growing complexity due to an overabundance of products being sold in globalized markets. Product developers and assortment strategists for international brands and retailers are faced with the serious challenge of continually meeting customer needs while nailing the zeitgeist. There is, however, one freely accessible – although difficult to mine – data trove that can remedy the situation: customer reviews, which provide qualitative insights in bulk. Anyone who succeeds in retrieving and evaluating this treasure trove of data has a clear edge on the competition.

Every day, products and brands are under scrutiny. Market research at the click of a button provides an aggregated assessment of these “test reports”. JUDGMENT DAY automatically collects all customer reviews on marketplaces, comparison sites and online shops on a large scale and performs a semantic analysis. This unlocks the value of quantitative as well as qualitative insights from reviews. This innovative module enables the detection of all manner of potential innovations or issues. Regional differences in customer needs as well as the strengths and weaknesses of competitor products also become evident. As an added benefit, it identifies relevant keywords that provide important clues for marketing content.