Time and time again we’ve stressed the importance of both listening and responding to social media conversations. We’ve highlighted how companies like Dunkin Donuts, W Hotel, Apple and others are missing huge customer intelligence opportunities by not truly acting on the wealth of unstructured insight available via social media sites on the Web. What this information can give companies – quickly and easily – is a gold mine of customer insight.
QSR Magazine agrees, and in a recent article featuring Leximancer’s The Customer Insight Portal and CEO Neil Hartley, discussed the importance of these social media sites and their customer conversations for quick service restaurants. Using Yelp, Twitter, BooRah, etc., quick service restaurants can uncover actionable and invaluable customer insight that they can act upon accordingly.
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When Apple launched their new line of MacBook a few weeks ago, many people were excited to see some positive changes from the outdated version still in stores. Although Apple got many rave reviews on the MacBook, not every user loved everything about the newest version.
Using reviews of the new MacBook from CNET, Leximancer’s The Customer Insight Portal was able to identify some of the aspects that consumers were dissatisfied with that Apple could use when they develop their newest version down the road.
As one can see when looking at the thematic summary The Customer Insight Portal generated, the theme “bad” is the most connected at 100%. This could mean two things. This may mean that the majority of reviewers identified the product or aspects of the product as “bad”. This also may be because many users use CNET reviews as a chance to express their concerns with the new MacBook.
Another interesting thing to note is that the theme “screen” is the most prevalent theme (48%) in terms of what is truly specific to the MacBook itself. Apple opted to use a glossy screen for the new MacBook, which garnered mixed reviews.
When zoning in on the screen theme, you can see that glossy and matte are prevalent concepts, as many reviewers prefer the new, glossy screens of the MacBook, while others think that having a matte screen is better. Digging into some of the textual evidence, you can see that there really are mixed feelings about the look of the screen.
“For me personally I was prepared to make the switch from PC to Mac but the glossy screen was a deal breaker for me.”
“I am a programmer so having a glaring screen is the real deal breaker for me, but the other then this the thing I really disliked about these computers which I have not heard anyone else mention so far is the sharpness across the front edge.”
“The glossy screen is supposed to make everything seen on the screen, well, glitter. I’ve compared a website seen on a matte screen, and on a glossy screen, and I must concur that, the same website on the glossy screen looks better in terms of aesthetics.”
“The glossy screen doesn’t bother me that much. That I could live with, and the flat glass surface on the screen is one of the best ideas in mobile computing that I have seen in years.”
“Glossy screen better than matte. (But they should’ve used Opticlear coating from NEC)”
“I have no idea why everyone suddenly went to these glossy screens. I have no idea what they are talking about when they say it has better colors.”
“The glossy display doesn’t bother me as it’s the same as my iMac’s and I absolutely love it (and don’t take my laptops outside all that much).”
One of the most obvious concerns for the new MacBook users was the mousepad/trackpad. While the spacious pad, made of glass may be roomier and allow for some revolutionary “gestures” similar to the iPhone, the trackpad is now buttonless, which many reviewers have found to be confusing and annoying.
As you can see, the theme pad was most closely related with the worst theme, and included concepts like horrible, sucks and disliked. This shows that for many reviewers, the trackpad was a strong source of discontent.
Another interesting complaint that reviewers had, as you can see around the concept bad, was the loss the of a FireWire port. Because many digital cameras and camcorders use a FireWire to load onto a computer and some users need it for editing purposes, reviewers were upset that the new MacBook’s did not have this capability. Although the MacBook Pro and some other higher end options do have the FireWire port, the less expensive MacBook does not.
“Removing the firewire from the low end macbook seems like a really bad move when you’re looking at it now. I happen to use firewire for video editing, but I’m not sure it’s important to most people.”
“(maybe Macs too, just haven’t done any research) Sure, sure, those of us in the know are aware that firewire is much better for HDDs and such, but the average consumer doesn’t know that. Most PC users use USB external drives.”
Overall, the new Apple MacBook’s got many positive reviews from sources. However, using Leximancer’s The Customer Insight Portal, we are able to hone in on some of the aspects that reviewers aren’t as pleased with. When it is time to develop the newest version of the MacBook, Apple will be able to learn from this discontent and build a new model accordingly.Read Full Post | Make a Comment ( 1 so far )