Driving Innovation through
Semantic Analysis of
Consumer Sentiment
Ken Klapproth Vice President, Product Marketing
Invention Machine
1
Being the “Generic”
Page 2
DVR
Cola
Facial Tissue
Photocopy
Category
Pain Relief
Artificial Turf
Plastic Laminate
Flying Disk
TiVo
Coke
Kleenex
Xerox
Brand
Aspirin
Astro Turf
Formica
Frisbee
Challenges to Getting Feedback
Great product offerings are customer focused
Traditional feedback methods becoming less effective
• Gathering data is expensive (focus groups)
• Participation is limited
• Lengthy getting to results
Today people opine on the Internet
• Forums, blogs, & social media
• Statistically significant populations
• Form/contribute almost instantly – thank mobile
Challenge: Separating “wheat from chaff”
• AKAIF, IMHO, OMG, ROFL, >:(, etc.
Goldfire’s novel approach: Semantically extract meaning
Page 3
The Goldfire Approach
Identify sources
• Content rich in opinion/sentiment
• Any traditional Goldfire internal/external content
• Social media: Facebook, Twitter, RSS feeds
Create KB for feeds
Consumer Sentiment Lenses
• Already defined in Goldfire
• Likes, Dislikes, Wishes, Deficiencies, Failures, etc.
Research in Goldfire as usual
Page 4
‘Stream’ Sources – New in Goldfire 7.0
Page 5
Identify Data Store
Traditional KB
Index Documents
Update
Goldfire
KB
Identify Data Store
Feed KB
Index Documents
Update
Goldfire
KB
Collect Stream
Administering Source Connectivity
Page 6
CONSUMER SENTIMENT
OVERVIEW
Page 7
Consumer Sentiment – Market Analysis Overview
Page 8
Consumer Sentiment – Market Analysis Overview
Page 9
Consumer Sentiment – Top Sentiments
Page 10
To access the full
presentation and webinar
replay, please click here:
http://InventionMachine.com/webinar-
semantic-analysis-consumer-sentiment/
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