Gathering Customer Insights from Social Media: The Impact on New Product Development and Supply Chain Design

The purpose of this study is to understand what insights could be gathered from customer posts on social media that would benefit operations and supply chains. This research analyses social media posts to uncover the themes that could be related to new product development (NPD) and the design of 'end-to end' supply chains. Consumer posts will be analysed from social media platforms of two well-known multinational food and beverage companies. Social media analytics can be used to gather knowledge and intelligence for organisations aiming to have consumer-centric supply chains.