Recipe for Disaster: New Report Reveals Shocking Trends in Consumer Dissatisfaction with Recipes and Menus
Insight Tech Co., Ltd. (Shinjuku-ku, Tokyo, Representative: Tomohiro Ito, hereinafter referred to as Insight Tech) uses the “Complaints Finder” to analyze and consider complaints regarding recipes and menus received at the “Dissatisfaction Purchase Center” operated by the company. A report has been published.
Approximately 6,000 complaints about recipes and menus are posted to the Complaints Purchase Center in one year.
Using the text analysis function of Complaint Finder, we looked at the original text of complaints related to keywords with a high rate of unsatisfied, and sorted out the characteristics of concerns and dissatisfaction with recipes and menus.
We hope that this book will be useful in understanding the concerns that consumers face in their daily lives.
In order to realize our vision of “Creating a world where voices are heard,” Insight Tech Inc. listens to the complaints of consumers and, through this communication, contributes to the simultaneous realization of rich lives and strong business.
▼Click here to download the report (you can download it for free)
■What is the Dissatisfaction Purchase Center (https://fumankaitori.com/）
The Dissatisfaction Purchase Center (patented) “buys your dissatisfaction in order to improve the company’s products and services, and society. We started our service on March 18, 2015 based on the concept of “Delivering to society.” We collect complaints from consumers through web services and smartphone apps, and currently have collected over 45 million complaints from over 740,000 members.
■What is dissatisfaction finder (https://fuman-finder.com/）
“Dissatisfaction Finder” allows you to search and extract data that matches the theme or issue each time from dissatisfaction big data received at the dissatisfaction purchase center, and is a completely new data that enables multifaceted analysis of this data at high speed. This is an AI-based SaaS.
Using the text analysis AI “Itas” using state-of-the-art natural language processing technology and a unique framework, we uncover consumers’ true feelings and issues and opportunities that should be targeted from dissatisfaction big data. No knowledge of data analysis or complicated operations are required. You can also register “dictionaries” according to themes and issues, and use these to quickly obtain analysis results, increasing the accuracy and speed of your work at the same time.
■Survey overview
2021/4/1～2024/3/31
Independent investigation
Among the complaints posted to the “Dissatisfaction Purchase Center”, posts that meet the following conditions
5,765 pieces
Dissatisfaction (free responses) in the survey target categories posted on the “Dissatisfaction Purchase Center” were extracted and analyzed using the “Dissatisfaction Finder.”
1. Purpose of this report
2. Trending keywords for recipe/menu dissatisfaction ~ Search for dissatisfaction including unfulfilled expressions ~
3. Searching for characteristic recipe/menu dissatisfaction using a priority issue map ~Searching for highly negative dissatisfaction~
4. Information on using dissatisfaction data
Based on the keyword ranking of extraction condition 1, we checked the ratio of unsatisfied keywords to the total number of keywords.
The results showed that items such as “ingredients,” “refrigerator,” “husband,” “portions,” and “where” were more than 15 points higher than the average unfulfilled percentage.
Therefore, I created the following custom dictionary. We created a dataset containing target words from the dictionary for each dissatisfied text of “recipe/menu”.
Using a text analysis function, we will check for posts that include characteristics of dissatisfaction and unsatisfied expressions that refer to “ingredients,” “refrigerator,” “husband,” and “portion size.”
Next, regarding extraction condition 1, we created a priority issue map with the strength of negative emotions set on the vertical axis, and confirmed the opinions of consumers by focusing on “potential issues.” We focused on the following four topics and picked up N=1 comments for each.
・I don’t know how to cook
・I don’t feel well
・I don’t like standing in the kitchen and don’t want to bring my smartphone
・Ads on recipe sites are a nuisance
You can check the details of specific dissatisfaction for each item in the report.
Please feel free to download and use it.
▼Click here for a list of past trend reports(Note from Insight Tech CEO Tomohiro Ito)
■Company overview
Trade name: Insight Tech Co., Ltd. (http://insight-tech.co.jp）
Established: June 19, 2012
Address: Shinjuku Island Tower, 6-5-1 Nishi-Shinjuku, Shinjuku-ku, Tokyo 163-1333
Business content:
Marketing research and report creation
Contract data analysis using artificial intelligence such as natural language processing and machine learning
Corporate promotion and branding support
Operation of dissatisfaction purchase center