Standing on the shoulders of giants
Recognising innovation opportunities based on customer needs online is labor intensive, as user-generated content grows exponentially. Machine learning takes the insight process to a new level by utilising machine's and human's individual strengths. In the following, we are sharing our leanings from a project that allowed a direct comparison between human-driven and machine-driven approaches in qualitative research: classic Netnography conducted by researchers versus machine-enabled research supported by algorithms.
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