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intelligence on
intelligent assistants
Google Home
Google Home differs from other devices in terms of the consequence of promotional activity.
In an effort to benefit sales and brand image of Spotify and Google, free Google Mini was provided for those with Spotify family membership. However, such promotion raised a lot of user dissatisfaction; conflict occurred with multiple Spotify accounts, promotional link or code was not found, loyal premium Spotify members were disappointed for ineligibility, delayed delivery, unwanted cancellation and unexpected charge occurred. Because these issues were not dealt efficiently with Google/Spotify customer service, it has caused reverse effect, leading some users to cancel their Spotify membership and had negative impacts on brand image.
Text Analysis
Qualitative analysis focused on the most frequently used words: more. Tweets that included the word more also included the word Spotify most frequently.
Therefore, tweets that included both the word more and Spotify were analyzed through close-reading to discover that problems with Google Home Mini Promotion led majority of customers to feel cheated.
Sentiment Analysis
The top graph illustrates the pattern of sentiment with a vertical line showing negativity and a horizontal line showing positivity.
In our second Tableau visualization, the most negative (left) and positive (right) tweets are shown. The size (and the color according to the size, for visualization purposes) of each circle represents the level of sentiment. If you place the cursor over one of the circles, you'll see the corresponding tweet.
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