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

Creative Commons License

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

Conference Track

Research Paper

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Jun 23rd, 9:00 AM Jun 28th, 5:00 PM

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

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.

 

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