One question unlocks emotion, context and intent:

"Why?"

ASKING "WHY" UNLOCKS EMOTION DATA FOR USE IN

CUSTOMER OR USER PERSONAS

A Side by Side Look at Emotion

See the difference emotion can make in a sample persona of Amanda, who represents customers that score their purchases with a 2-star rating

Basic Persona

A perfectly serviceable persona built on data a lot of companies have.

CHECK IT OUT

Emotion-powered

Persona

A persona that combines demographic and shopping data with emotional and linguistic analysis.

CHECK IT OUT

ASKING "WHY" REVEALS INTENT

Asking "why" gives us clues to customer intent

The intent behind 2-star reviews appears to stem from a mix of specific product expectations not being met, appreciation for certain aspects despite overall dissatisfaction, and concerns over the accuracy and reliability of product descriptions, particularly regarding sizing and durability.

Expectation vs. Reality

Customers often approach products with specific expectations influenced by product descriptions, visual representations, and brand promises. When the actual experience diverges significantly from these expectations, especially regarding fit, comfort, and durability, it results in disappointment captured in 2-star reviews.

Mixed Feelings

The emotional complexity and presence of positive sentiments suggest that 2-star reviewers are often torn between what they appreciate about the product and their overall dissatisfaction. This indicates an opportunity for the company to leverage what works while addressing the areas of concern.

Call for Accuracy and Quality

The detailed feedback on specific aspects of products, like material stretchiness or the fit over time, calls for improved accuracy in product descriptions, sizing guides, and quality assurance processes to better meet customer expectations.

"WHY" HELPS US UNDERSTAND CONTEXT

Context is the frame to view customer needs and experiences

Keywords are granules of insight into customer experience. Using relevance to determine size helps you see what's important to them. Using color to illustrate emotion is something you never thought you could do.

Also, I'd reach out to the "strange chemical smell" customer. And the "color transfer" customer as well. That's clear insight into specific problems. You might be able to save them as customers.

Tap image for larger version

WELCOME TO THE DIGITAL STRATEGY GROUP

POSTS

First Presidential debate survey: what’s your take?

President Joe Biden launched his 2024 reelection campaign Thursday night with his fourth State of the Union address. Tell us your thoughts on how he performed.

The Project 2025 Ask Me Anything LLM

Share this survey: from 1-10, rate the current economy

Please take five minutes to rate the current economy and your thoughts about it.

Emily, A Persona of Customers with Fit Issues

Meet Emily, an AI-powered Persona

A look at Emily, a persona that captures the usual demographics and shopping data and combines it with data that we've never had before. We extracted emotion, intent and contextual data from the words of 2-star reviewers.

Take the five-minute SOTU survey: from 1-10, how did Joe do?

President Joe Biden launched his 2024 reelection campaign Thursday night with his fourth State of the Union address. Tell us your thoughts on how he performed.

Take the five-minute survey: do you think America is known as a joke?

On the night of Super Tuesday 2024, former President Trump said "our country is known as a joke." What do you think?

What Happens in Gaza AFTER a Ceasefire?

The Israeli-Palestinian issue, with its deep historical roots and complex web of political, religious, and social dimensions, has been a persistent source of tension and tragedy. The events of October 7, 2023 and the following invasion are part of a new bloody chapter in an ever-evolving story. Which begs the question, "what happens in Gaza after a ceasefire?"

The Misadventures of Integrating #AI at a Nonprofit

My org is on the front end of a website and branding transition. And, as usual in these situations, we're using this as an opportunity to improve our content creation practices. We're like any org, too few people, lots of stuff going on and not enough time to write about 80% of it. We want to use AI to increase the tempo and quality of content across all channels.

RECENT & NOTABLE WORK

The best fifty minutes you'll spend learning about Artificial Intelligence

TV: Taking Back Our Power

How Public Affairs and Policy People Can Find More Value with AI

Data Report Website for the Video Above

If you're interested in seeing the demographics of people and how that filters their perceptions, click. For example, there's a marked difference between the relevance of "living wage" across different income levels. Tap and take a look at more.