# A Novel Framework for Identifying Customers' Unmet Needs on Online Social Media Using Context Tree
## 5 Results  
### Applying the HSCS Algorithm to Online Social Media Data  
The target products are five home appliances. This section describes an example that identifies customers' unmet needs for 'oven', which is one of the target products, from online social media.  
In this case, the primal keyword \(p\) is 'oven'. Tweets and blog posts containing \(p\) are collected to make the concept space \(\mathrm{P}\). This concept space is identical to the root node of the concept tree. As a result, 100,000 tweets and blog posts are found. After that, keywords related to \(p\) are determined. They are the top-\(k\) words that appear frequently in the concept space \(\mathrm{P}\). Several concept spaces \(P\cap W_{i}\) (for \(i=1,\ 2,\ \ldots,\ k\)) are branched out from the root node of the concept tree. The result is described in Table 4.  
Users' contexts related to the primal keyword 'oven' and its related keywords are extracted by document clustering and frequently appeared words. For example, in the concept space with 'oven' and 'fail', there are many tweets that say that if you cook in the oven, you would fail. Besides, words like 'usually', 'again' are frequently appeared in that concept space. As a result, the user's context named 'usually fails to cook with oven' is found, as shown in Figure 7.  
Figure 6: SOCIAL Metrics for searching tweets and blog posts.  
It is found out that many people want to make healthy breads and snacks for their family. In the next step, tweets and blog posts, which do not contain the primal keyword 'oven' and contain keywords like 'bread','snack', 'baking' related to the primal keyword, are collected. By exploring the data, the following users' contexts are discovered:  
* Recipe is particularly important in baking.
* The main reason that baking fails is that many people make a mistake in the process of the recipe, such as not well controlled preheat temperature.
* I want to make snacks with healthy and good ingredients for my kids.
* I want to make healthy snacks for children, but I do not know what snacks to make.  
\begin{table}
\begin{tabular}{c c c} \hline \hline
**Related Keywords** & **Term Frequency** & **Discovered User Contexts** \\ \hline \hline \multirow{2}{*}{Taste} & \multirow{2}{*}{66,455} & \(\bullet\) & Food made with the oven is usually delicious \\  & & \(\bullet\) & New way of cooking by oven usually fails \\ \hline \multirow{2}{*}{Home} & \multirow{2}{*}{57,300} & \(\bullet\) & Do not know how to cook with an oven \\  & & \(\bullet\) & Many people want to cook diverse cuisines, but they do \\  & & & not have any oven \\ \hline \multirow{2}{*}{Kids} & \multirow{2}{*}{36,078} & \(\bullet\) & Make a snack for the child using the oven \\  & & \(\bullet\) & Oven should be kept out of reach of children \\ \hline \multirow{2}{*}{Snack} & \multirow{2}{*}{26,082} & \(\bullet\) & Want to make healthy snacks with the oven \\  & & \(\bullet\) & Cooking snacks with the oven is sometimes tiresome \\ \hline \multirow{2}{*}{Mother} & \multirow{2}{*}{21,254} & \(\bullet\) & Although my mom has the oven, she doesn’t cook foods \\  & & & with the oven \\ \hline \multirow{2}{*}{Fail} & \multirow{2}{*}{2895} & \(\bullet\) & Usually fails to cook with the oven \\ \hline \multirow{2}{*}{Troublesome} & \multirow{2}{*}{269} & \(\bullet\) & More troublesome to cook with oven than microwave or \\  & & & gas stove \\ \hline \hline \end{tabular}
\end{table}
Table 4: Keywords related to ‘oven’ and corresponding user contexts.  
Figure 7: Tweets and discovered context in the concept space with ‘oven’ and ‘fail’.