Can Large Language Models Extract Customer Needs as well as Professional Analysts?

Abstract

Identifying customer needs (CNs) is important for product management, product development, and marketing. Applications rely on professional analysts interpreting textual data (interview transcripts, online reviews, etc.) to understand the nuances of customer experience and concisely formulate "jobs to be done." The task is cognitively complex and time-consuming. Current practice facilitates the process with keyword search and machine learning, but relies on human judgment to formulate CNs. We examine whether Large Language Models (LLMs) can automatically extract CNs. Because evaluating CNs requires professional judgment, we partnered with a marketing consulting firm to conduct a blind study of CNs extracted by: (1) foundational LLM with prompt engineering only (Base LLM), (2) LLM fine-tuned with professionally-identified CNs (SFT LLM), and (3) professional analysts. The SFT LLM performs as well or better than professional analysts when extracting CNs. The extracted CNs are well-formulated, sufficiently specific to identify opportunities, and justified by source content (no hallucinations). The SFT LLM is efficient and provides more complete coverage of CNs. The Base LLM was not sufficiently accurate or specific. Organizations can rely on SFT LLMs to reduce manual effort, enhance the precision of CN articulation, and provide improved insight for innovation and marketing strategy.

Keywords: Voice of the Customer, Customer Needs, Marketing Research, Product Development, Innovation, Machine Learning, Generative AI, Large Language Models