Objective: Take chance out of product perception

Knowing consumers' perception regarding your own or competitors’ products and product categories is an important prerequisite for successful product management, development, and improvement. Product Network Analysis provides a solid base for decision making by providing quantitative and qualitative figures regarding:

  • Which attributes consumers express on the Web about your products or those of your competitors,
  • Which of those are valued or criticized and why,
  • What expectations and demands consumers have regarding product categories in your sector.

Product Network Analysis allows benchmarking competing products by means of attributes perceived by consumers, comparing these with expectations and demands typical for the product category, and exploring shifts of perception over time. In the Product Network Analysis method, an extensive amount of data from Web and social media sources is collected, filtered for consumer statements and developed using highly advanced technologies from the field of machine learning, social network analysis and natural language processing.

Die Meinung des Kunden zählt

The method's origin and results

Product Network Analysis is derived from the Brand Network Analysis method originally invented at the University of Cologne. Its purpose is to visualize consumers’ associations regarding you or your competitors’ products by means of a network graph. From these graphs one may easily read and compare the characteristics of consumer perception:

  • Consumer associations,
  • Emotional attributes (including their sentiment),
  • Justification links and patterns of thought.


Process: Highly customized analysis

Before starting a Product Network Analysis study, our first step is always a free pre-test in which we evaluate the feasibility of the Product Network Analysis study. When confirmed, our analysts draft a custom research design with respect to your objectives.

If necessary, available algorithms will be adjusted or new ones implemented in order to perfectly match your research design. Finally, relevant Web and social media data will be collected using our own crawler infrastructure.

When the preliminary results reveal a first glance at consumer perception regarding you or your competitors’ products or product category, a feedback meeting is held to agree on key aspects on which to further focus before final data filtering, analysis, and result presentation can take place.

By request you may subsequently get access to all raw and processed analysis data, thus making Product Network Analysis thoroughly comprehensible.