A Machine Learning Approach to Customer Needs Analysis for Product Ecosystems

Abstract

Creating product ecosystems has been one of the strategic ways to enhance user experience and business advantages. Among many, customer needs analysis for product ecosystems is one of the most challenging tasks in creating a successful product ecosystem from both the perspectives of marketing research and product development. In this paper, we propose a machine-learning approach to customer needs analysis for product ecosystems by examining a large amount of online user-generated product reviews within a product ecosystem. First, we filtered out uninformative reviews from the informative reviews using a fastText technique. Then, we extract a variety of topics with regard to customer needs using a topic modeling technique named latent Dirichlet allocation. In addition, we applied a rule-based sentiment analysis method to predict not only the sentiment of the reviews but also their sentiment intensity values. Finally, we categorized customer needs related to different topics extracted using an analytic Kano model based on the dissatisfaction-satisfaction pair from the sentiment analysis. A case example of the Amazon product ecosystem was used to illustrate the potential and feasibility of the proposed method.