I will tell you what they want, what they really, really want: Discovering new product development opportunities via social media

Annie Pettit
Peanut Labs Inc and Research Now


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Introduction

This paper describes a method for using social listening data as a new product development (NPD) tool. It outlines how to identify a comprehensive set of branded data using official and unofficial brand terminology, and an iterative method for identifying NPD verbatims that focus on generic key phrases and hashtags. The paper then discusses types of people who share NPD opinions, where data are shared, and types of products and features that people talk about.?