Instant Competitive Analysis on Blog and Forum Data: Motorola Razr versus iPhone

Posted on August 29, 2008. Filed under: Customer Insight Portal, Leximancer | Tags: blog analysis, Brand Monitoring, Forum Analysis, Leximancer, The Customer Insight Portal |

We live in a new world. Today’s social and business cultures have merged on the Internet. Never before have executives had so much data about customers and their thoughts, feelings and attitudes at their fingertips. But like most good things, it comes with a catch: There is too much unorganized data to be easily useful, but turning this into Customer Insight that you can act on is the difference between market leader and recording record losses.

We used The Customer Insight Portal to turn some of this mass of data into real insight and business intelligence by looking at customer sentiment of the Motorola Razr and the Apple iPhone. All the data used is from fully public blogs and forums that do not require a login.

Initial Concept Map from The Customer Insight Portal

What we discovered is that customers all are looking to upgrade to a new and improved product. There are several features shaping customer purchase decisions including overall design and style. It’s important to customers that their phone has a good screen and camera, supports video, plays music and supports Web browsing. While customers like the cool look of the Razr, they feel the iPhone is the best available device for playing music.

The iPhone has competing opinions about the new product. Some describe the iPhone as cutting edge technology and say that it delivers value for money. Others complain of delays, and cite problems with software, pricing and a battery that only lasts a day. While there are conflicting views on carrier service, there is consensus that free calls and other offers are effective in attracting new business. That fact that only the Razr is available on Verizon and Sprint is a significant decision point.

How much do you think that kind of insight is worth to your company?

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