Can chairs talk? Image mining and text analytics for strategic planning

This paper explains how data mining using artificial intelligence (AI) helped gauge interest in Arper, an Italian furniture company, and competitor brands on digital platforms.


In a world where consumers communicate in various ways with each other through more channels than ever before, insight professionals face an ever greater challenge to accurately describe brands' share of voice and share of people's discussions.

The ability to analyse digital media is increasingly a foundational requirement, yet this paper explores how particular categories produce specific challenges – pushing the researcher to think beyond the application of artificial intelligence, to the application of even more advanced solutions, all in the name of meeting the specific client's precise business challenge.

This paper illustrates how we had to be agile...

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