Unlocking Value with Data Science
Big data, product reviews, and behavioural science
In today’s hyper-connected world, consumers have the opportunity to review just about anything and everything online. Given the impact of these reviews on the purchase decision-making process marketers need to understand the role they play and how to analyse them.
Anna Śleszyńska-Połomska and Michał Zegan share how we can mine online reviews and, through the lens of behavioural science, provide insights into consumers’ perceptions and emotions using an example from the automotive sector.
