In a no doubt vain attempt to show that not all Big Data Analytics capabilities are the same, I thought I’d instigate a series of ultra-short case studies to hint at the sorts of thing our PanSensic tools have been designed to do. Like any BDA toolkit, PanSensics works best when we feed lots of data into the engine. That said, we occasionally even impress ourselves with the richness of the insight that can be gleaned from briefest of narrative data.
This first micro-study involved a scrape of Amazon reviews on electric toothbrushes. Including this one:
5.0 out of 5 stars Efficient, 25 April 2014
This review is from: Philips Sonicare HX6731/02 HealthyWhite Deluxe Rechargeable Toothbrush (Personal Care)
The first brush proved to be faulty after two weeks; however, when I returned it, the replacement was sent straight away and I received it four days after sending in the original product. The Sonicare does an efficient job of cleaning my teeth and, best of all, the timer forces me to spend two and a half minutes on my brushing and polishing. Before I got the product I used to spend a cursory half a minute on my morning and evening ritual; I have currently noticed a brighter smile and a cleaner feel to my teeth. Now I can follow my dentist’s recommendation and won’t feel guilty at my regular visits.
Normal (Level 1 or Level 2 on our BDA Capability scale) analysis of this review would tell you this consumer is happy.
PanSensics will tell you:
- This person is naïve, an ‘innocent’
- Impulsive
- Needs to see data to be convinced
- Is actually quite angry
- That there’s a significant ‘clean faster’ innovation opportunity
- Probably won’t buy a Sonicare next time
If you’re interested in finding out how PanSenic is able to make this assessment, check out the website and give it a go yourself.