Case Study: Beiersdorf improves Amazon review insights with Caplena

AI-driven Driver Analysis of Hansaplast Amazon Reviews

Beiersdorf's market research team for its Hansaplast brand faced a challenge in analyzing Amazon customer reviews. They relied on these reviews for insights but struggled with the volume of data across multiple languages and products. Their existing analysis was limited to star ratings, preventing them from understanding the underlying reasons for customer sentiment.

The team implemented Caplena's AI-powered text analysis platform to structure the unstructured review data. Caplena identified key topics and their sentiments and performed a driver analysis to show how each topic influenced the star ratings. This provided Beiersdorf with clear, actionable insights into product issues impacting customer satisfaction, a process that contributed to Caplena and Beiersdorf winning a 2023 Innovation Award for their approach.

Beiersdorf