This study analyzes online customer reviews to understand preferences for certain cosmetic products. The research explores the possibilities to strengthen relationship between customers and brands in the cosmetics industry. This is explored by using the marketing firm theory. Furthermore, the study analyze customer reviews by applying market research techniques. The reviews are analyzed with text analytics to identify key factors and reinforces that influence customer expectations and sentiments about cosmetic products. Findings suggest that certain product features appeal for all customers, while others vary by their age and skin tone. This shows the importance of having segment-specific insights. The study is published in Managerial and Decision Economics and presented in Kunnskapsmagasinet Kristiania.
Exploring customer online reviews for new product development: The case of identifying reinforcers in the cosmetic industry
