Leveraging Online Customer Reviews for Market Research: A Framework Based on Amazon Data
This study proposes a conceptual framework for leveraging online customer reviews, specifically Amazon product reviews, as a scalable and authentic data source for market research. Traditional methods such as surveys and interviews often involve high costs, time delays, and subjective bias. In contrast, Amazon reviews offer real-time, voluntary feedback from a large pool of consumers, making them a valuable source of market intelligence. The framework presented in this paper integrates approaches from user-generated content (UGC) research and text analytics to derive actionable consumer insights. Through illustrative examples, including 3M adhesive products and K-beauty cosmetics, we demonstrate the framework’s potential to support product development, competitive analysis, and consumer segmentation.
Keywords: Amazon reviews, consumer insight, market research, text analytics, user-generated content, K-beauty
