Unveiling Consumer Sentiment:
A Text Analysis of Apple’s New MacBook Pro
Project Type
Date
Consumer & Market Research
February 2025
Overview
This project leverages text mining techniques to analyze customer sentiment on Apple’s newest MacBook Pro using the Consumer Electronics Sales dataset. By examining customer reviews, this study uncovers key themes, positive highlights, and recurring complaints, offering actionable insights for Apple’s marketing strategies and product development.
Using EXCEL Text Mining workbook, Voyant, and Sentiment Analyzer, we process textual data to identify dominant keywords, sentiment trends, and underlying themes that shape consumer perception.
Problem Statement
Apple’s MacBook Pro is one of the most popular high-end laptops, but customer feedback plays a crucial role in refining marketing strategies and product improvements. Understanding what features consumers appreciate and what pain points they experience is critical for improving customer satisfaction and brand positioning. This study aims to analyze consumer sentiment, identify major selling points, and highlight areas for product enhancement.
Approach
-
Corpus Creation & Text Mining Fundamentals
-
Construct a Corpus using customer reviews.
-
Define tokens, documents, stop words, stemming, and lemmatization to process text data.
-
Clean the data following text mining procedures to remove irrelevant content.
-
-
Marketing Question & Sub-Questions
-
What are the key customer sentiments, preferences, and pain points regarding the new MacBook Pro?
-
What are the most frequently mentioned positive features in customer reviews?
-
What recurring complaints or pain points are highlighted by customers?
-
How can these sentiments be addressed in future product improvements or marketing communication?
-
-
-
Data Processing & Analysis
-
Develop a data library based on text mining concepts.
-
Utilize EXCEL Text Mining workbook, Voyant, and Sentiment Analyzer for sentiment analysis.
-
Identify keyword frequency, topic modeling, and sentiment polarity.
-
-
Insights & Recommendations
-
Positive sentiment trends (e.g., performance, battery life, design).
-
Common customer complaints (e.g., limited ports, pricing concerns).
-
Tailored marketing strategies for different audience segments (e.g., students, professionals, creatives).
-
Highlight available solutions, such as high-quality adapters to address complain
-
