Mining Consumer Mindset Metrics With User-Generated Content

In their latest article, Susanne Adler and Marko Sarstedt, together with their co-authors, discuss, how user-generated content (UGC) - reviews, posts, search logs, and podcasts - can help approximate key consumer mindset metrics like awareness, consideration, satisfaction, or recommendation.

The authors propose a four-step process, which comes with concrete recommendations for various tools to put each step into action. The authors argue that mining UGC is not about replacing surveys entirely, but more about combining the “old” and “new” to get faster, richer insights into consumer perceptions, attitudes, and intentions.

The article has just been published in Schmalenbach Journal of Business Research and can be downloaded here (open access).