Guell Appliances: A Refrigerator's World We're Just Living In

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Compact case

Case

Reference no. W33837

Subject category: Knowledge, Information and Communication Systems Management

Authors: Bissan Ghaddar (Ivey Business School, Western University)

Published by: Ivey Publishing

Originally published in: 2023

Version: 2023-09-13

Length: 4 pages

Data source: Generalised experience

Topics: Customer preferences; Text mining; Machine learning; Management science; Marketing

Share a link: https://casecent.re/p/193591

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Abstract

In July 2022, a senior data scientist for Guell Appliances was aggregating customer reviews from the company's recent appliance launch. The previous month, the company had launched a revamped product line that required a significant amount of investment in research and development. The success of the product line was paramount because it defined the success of the company. The senior data scientist wanted to apply modern analytical techniques to thousands of product reviews to thoroughly understand the preferences of customers, based on what they were saying about their new appliances.