Discovering service insights through data-driven user analytics process: Studies based on the social media platform Instagram

Authors

Yu Cheng, Department of Service Design Convergence, Sungkyunkwan University, Korea, Republic of (South Korea)Follow
Sanghun Sul, Department of Service Design Convergence, Sungkyunkwan University, Korea, Republic of (South Korea)Follow

Abstract

A critical goal when designing commercial services is the discovery of customer insights. In the digital transformation era, customer discussions of brands on social media have become indispensable for brands to explore service insights. The use of data-driven approaches for exploring service insights from the vast range of customer online data merits research. This study proposes a data-driven user analysis process to help brands explore service insights from massive amounts of data using data-mining techniques based on the social media platform Instagram. Using the proposed data-driven user analysis process, service designers can gain brand service insights from a large amount of customer social media data, thereby providing a reference for data-driven service design in terms of methodology and case practices.

Keywords

service design; data-driven; personas; user analysis

DOI

https://doi.org/10.21606/drs.2024.831

Citation

Cheng, Y., and Sul, S. (2024) Discovering service insights through data-driven user analytics process: Studies based on the social media platform Instagram, in Gray, C., Ciliotta Chehade, E., Hekkert, P., Forlano, L., Ciuccarelli, P., Lloyd, P. (eds.), DRS2024: Boston, 23–28 June, Boston, USA. https://doi.org/10.21606/drs.2024.831

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

Conference Track

Research Paper