Levi: Shopping strategies in the big Data Age: Washing machines for purchase (1)

Abstractbrand Passion Index (BPI) is used to help us make a informed decision into our on-going purchase of a new washer. Using our own product, we generated nonblank Bpis, one to compare the major washer the "in" US Ps and the other to harsh compare Loading vs. top loading. With the collective consumer insights in mind, we have narrowed my choices to front loading or LG. This is the live case of the big data win.

Recently decided to buy a new set of washing machine dryer, not the most expensive, to ensure the best. The leader washes the old washing machine to be annoyed (also not old, only uses two years), said this time must see the quasi brand to buy, will not be fooled. Two years ago the washing machine is a person to send a motley, not optional, there is no brand selection process. As a result, although the clothes are really clean, but there are a lot of problems. In addition to the noise is quite large, there are also intolerable defects: the door circle of filth, like mildew, difficult to clean, so think, eliminate him, afterlife.

So consult an old friend, have tried to recommend Maytag brand, all of its washing like magic, quiet, water, non-destructive, laundry clean translucent, than the club of the raccoon out of the cattle. In the past, there is such a trusted friend of the hard to recommend, I directly buy the next one is, but now different, the information society, or listen to more than a comparison, to ensure peace of decision (to make a informed). The washing machine is moderate, daily accompanies, basic function is similar, but buy wrong also not good return to go, only like before will use, a use is n years, annoying not annoying.

Beginnings, the book has come to an end feel shallow, word-of-mouth although good quantity too little, only one or two old friends just. (the recommendation of an old friend can be weighted, a top 10 sentence, or 100 sentences, but there are millions of brands in public opinion, at least should be integrated information is not?) Supposed？

Turn to big data.

There are "Word-of-mouth" in big data, scattered throughout social media. One of the human nature is to speak, ancient and modern. Housewives for the most, nagging is the way they survive and important reasons (one): No matter love or complain, do not say will suffocate. In the former information age, nagging also nagging, say words, and poured out of the water, Gone with wind, evaporation, no value. Now different, there are social media and smart phones, don't worry about you more than a mama, scarf or Facebook, there are files, can be converted into valuable information, the key is to have the ability to dig. People can't, but robots such as NLP (Natural Language 處理) can be, do not believe we take it to dig and look, live demo I Learned (line) a lifetime of NLP how to help lead the ongoing decision-making, to a living technology to change the world and you my demonstration.

First, the leader must first understand the main brand of washing machine social overall evaluation and comparison. No problem, our exclusive NLP technical support system, there is this function, you can generate any industry at any time "multi-brand public opinion map." As long as a few American market brands are sent in, the chart comes out.

On the basis of mass mining of social media word-of-mouth (see below), the U.S. home appliance market Laundry brand seating, attention, praise and enthusiasm of three-dimensional juxtaposition, two-dimensional display, not only at a glance, but also quite sexy eye-pleasing, not?

What do I (you) see from the above illustration?

If you see the power of science, you are a scientism. Say you see the power of technology, you are another legislator. The leader sees neither science nor technology, but a sudden epiphany: a light, that's it; The leader said, do not blame old friends recommend Maytag, you see Maytag is located in the most left side of the public opinion, indicating that like its customers are very pink it, probably with Apple fans love crazy similar, indicating that the brand must have charming place. But the index of Maytag is not the highest, and LG on top of it, though not as enthusiastic as Maytag, but the overall quality of LG is clearly the top. It was a bit of a surprise.

The leader went on to say, more unexpectedly, did not expect Whirlpool customer evaluation so low, almost fell to GE's grade. Yesterday to the Home Appliance Center, the salesman also said Maytag is Whirlpool, one thing, are Whirlpool company produced, did not expect the two in the eyes of the customer's position is completely different. Therefore, as the first step in decision-making, Whirlpool has been out, absolutely do not listen to the salesman's recommendation to buy it. (later with old friends to prove the relationship between the two brands, the original Maytag is like Toyota's luxury gear Lexus, and Whirlpool is the public Camry or economic stalls Corrolla, completely not at a level. ）

The third inspiration is that North American professional laundries use the broadest range of Kenmore brands, with a low rating, only slightly stronger than Samsung, and therefore almost out of the game. The clerk told us that the Kenmore brand washing machine was actually produced by LG (just as Maytag was Whirlpool), but the public opinion had clearly separated the two.

Preliminary decisions were made in Maytag and LG. Further evidence is required, functional details and their evaluation.

Have to dig further, their own tools do not have money, eating my own dog food, do not need white. Of course, it's going to wait for decomposition.

(Responsible editor: The good of the Legacy)