Using Twitter to model consumer perception and product development opportunities: A use case with Turmeric

Feldmeyer, Alex; Johnson, Adrianne

doi:10.1016/j.foodqual.2021.104499

Cited by 8 publications

(10 citation statements)

References 20 publications

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“…a text mining(Mourtgos & Adams, 2019), open-ended responses are very suitable for such analysis as have recently been shown in foodrelated applications byFeldmeyer andJohnson (2022), andVidal, Ares, and. It is also worth noting that the sample sizes in the present research are comparable with other food-related research where open-ended questions are embedded in quantitative surveys (e.g., Sultan, Tarafder, Pearson, & Henryks, 2020; Worsley, questions after a text highlighting task has been completed.…”

supporting

confidence: 63%

“…More generally on the issue of analysis of the open‐ended responses, it may be pertinent to look towards text mining and other machine learning approaches. Despite not being a primary source in text mining (Mourtgos & Adams, 2019), open‐ended responses are very suitable for such analysis as have recently been shown in food‐related applications by Feldmeyer and Johnson (2022), and Vidal, Ares, and Jaeger (2022). It is also worth noting that the sample sizes in the present research are comparable with other food‐related research where open‐ended questions are embedded in quantitative surveys (e.g., Sultan, Tarafder, Pearson, & Henryks, 2020; Worsley, Wang, Ismail, & Ridley, 2014) and that larger N have been used (~2 N of each of the present studies) (e.g., Baudry et al, 2017; Jaeger & Rasmussen, 2021).…”

Section: Discussionmentioning

confidence: 99%

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Text highlighting combined with open‐ended questions: A methodological extension

Ares

Ryan

Jaeger

2023

Journal of Sensory Studies

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Text highlighting is a new method for consumer research, especially in attitude measurement. Presently, the method is evolved into a mixed method approach through a combination with open-ended questions. While participants read a text they use highlighter functions to select content that they like/feel positive about, and content which they dislike/feel negative about. Immediately hereafter they answer openended questions about the text they selected and why they did so. The mixed method approach was implemented in two consumer studies (1,554 participants) and the results showed that the combination of text highlighting and open-ended questions achieved greater "completeness," that is, more comprehensive insights on the topic of the research. The supplementary qualitative component of the mixed method design (i.e., the open-ended questions) helped to elaborate the insights from text highlighting (i.e., the quantitative core component). Practical ApplicationsThis research showcases how the recent method of text highlighting can be combined with open-ended questions, and that doing so is simple and beneficial. This is illustrated in two case studies on the topics of, respectively, biodynamic agriculture and vertical farming. The open-ended questions were added to identify reasons underlying participants' "like" and "dislike" text highlights and helped to better interpret the highlighting responses. The combination of text highlighting with openended questions is a general purpose method that can be used in many areas of consumer research-including novel foods/food technologies and product research.

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supporting

confidence: 63%

Section: Discussionmentioning

confidence: 99%

Text highlighting combined with open‐ended questions: A methodological extension

Ares

Ryan

Jaeger

2023

Journal of Sensory Studies

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“…Rising awareness among consumers, particularly in developed countries, including the U.S., will likely leverage the demand for turmeric curcumin further. 2 Globally, 92 new turmeric-related products were introduced between 2018 and 2020 (Feldmeyer and Johnson, 2022), indicating a robust interest in turmeric's medicinal and culinary applications. American consumers have recently shown a growing curiosity toward turmeric and its related products.…”

Section: Introductionmentioning

confidence: 99%

Turmeric trends: analyzing consumer preferences and willingness to pay

Nguyen,

Govindasamy,

Mentreddy

2024

Front. Sustain. Food Syst.

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This Research determines the factors influencing American consumers’ willingness to purchase turmeric products, amidst the spice’s rising popularity for its potential health benefits, particularly those linked to its bioactive component, curcumin. Through a comprehensive analysis of a Qualtrics online survey with 1,020 national respondents in the U.S., we employed advanced choice experiment mixed logit models to elucidate consumer preferences regarding product form, origin, sustainability certification, curcumin content, and price. Contrary to the initial hypothesis that curcumin potency would be a primary driver, our results indicate that the place of origin and price significantly shape purchasing decisions, with a clear preference for inland domestically grown, organically certified turmeric products. These insights offer valuable guidance for producers, manufacturers, and marketers in the natural products industry, suggesting a focus on emphasizing local, sustainable sourcing and clear communication of organic credentials to align with consumer expectations. Our findings not only provide a detailed understanding of current consumer attitudes toward turmeric but also highlight potential markets for turmeric–based product development and effective marketing to cater to the evolving demand for health-beneficial natural products.

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“…This approach to explore topics within short texts is called biterm topic modeling (BTM) and overcomes the problem of data sparsity by focusing on co‐occurrences of word pairs across the whole data corpus (Cheng et al, 2014; Vidal et al, 2022). BTM has been used to explore topics related to consumer perceptions of vertical farming (Vidal et al, 2022) and turmeric (Feldmeyer & Johnson, 2022), and thus it may be invaluable for exploring sensory language and other information that can potentially influence the sensory experience.…”

Section: Introductionmentioning

confidence: 99%

Exploring cider website descriptions using a novel text mining approach

Calvert

Cole

Neill

et al. 2023

Journal of Sensory Studies

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Rapid methods of text analysis are increasingly important tools for efficiently extracting and understanding communication within the food and beverage space. This study aimed to use frequency‐based text mining and biterm topic modeling (BTM) as tools for analyzing how cider products are communicated and marketed on cider‐producer websites for products made in Virginia, Vermont, and New York. BTM has been previously used to explore topics in small corpora of text data, and frequency‐based text mining is efficient for exploring patterns of text across different documents or filters. The present dataset comprised 1115 cider products and their website descriptions extracted from 124 total cider‐producer websites during 2020 and 2021. Results of the text mining analyses suggest that cider website descriptions emphasize food‐pairing, production, and sensory quality information. Altogether, this research presents the text mining approaches for exploring food and beverage communication.Practical applicationsThis research will be valuable to stakeholders in the United States' cider industry by providing relevant insight as to how cider marketing and sensory communication varies based on extrinsic product factors, such as geography and packaging. This research also demonstrates the efficiency and potential of text mining tools for exploring language and communication related to foods, beverages, and sensory quality. Further, this research provides a framework for extracting sensory‐specific language from a large corpus of data, which may be adopted by other researchers wishing to apply rapid descriptive methods in the sensory, quality, and consumer research fields.

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Using Twitter to model consumer perception and product development opportunities: A use case with Turmeric

Cited by 8 publications

References 20 publications

Text highlighting combined with open‐ended questions: A methodological extension

Text highlighting combined with open‐ended questions: A methodological extension

Turmeric trends: analyzing consumer preferences and willingness to pay

Exploring cider website descriptions using a novel text mining approach

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