A Four-Factor Model for Mining Consumer Insights in Social Data

The voice of the customer is never more loudly heard than through social media. These online comments and reviews provide the insights marketers need to better build, design, and clarify the message around their products and services. Current approaches to mining these insights mainly focus on the volume and trend of sentiment. However, sentiment is not enough to discover actionable insights from these valuable social data. In this paper, we outline a four-factor model (Attitudinal, Sociocultural, Personal, and Behavioral) for mining consumer insights from social data that combines research in consumer and social psychology, discourse processing, and sentiment analysis. We present our current efforts in the automatic identification of a subset of the components making up these factors. In particular, we identify beliefs toward and about products and experiences, social actions in the form of recommendations, and intentions in the form of promises.