The features of your products are in the mind of the user not in the technical specs!

When planning a new product or an evolution, you must have a clear idea of the perception of the user (or her cognitive model).

You can characterize a product  by the  property that your R&D department attributes to it. But the only way to successfully model the development process is to look at the product from the same angle as the user.

Thanks to advanced natural language analysis techniques VoU extracts from texts features of products and the way they are mentioned by the user. This is the phase where Artificial Intelligence algorithms play a role in order to provide a meaningful set of user derived features. For instance in the sentence  “this wine is sweet” we capture the fact that sweetness is a characterizing feature,  but in the sentence “this wine is available.” we discard the adjective “available”, as availability is not an intrinsic property of a wine.

The set of adjectives and other kind of phrases characterizing the product are returned to you as the “user-centric cognitive model of the product”. At this point you might keep them as they are or you can semi automatically link them to standard terms used in your organization (for instance “sweet”, “brut”, “dry” could be linked to SWEETNESS): what is important is that at any point in your research/discovery you can switch between the organization model to the user model.