Data Collection and Analysis: Using Social Media Voice of Customers on House of Quality

Running head: DATA COLLECTION AND ANALYSIS
Data Collection and Analysis
(How to Use Social Media Voice of Customers on House of Quality)
Name of the Student
Name of the University
Author’s Note

1
DATA COLLECTION AND ANALYSIS
Data Collection and Analysis
Introduction:
This very specific chapter has provided in-depth secondary analysis about identified
research issue. Use of Social Media as the Voice of Customers on House of Quality is the
primary concern of this particular study based on which reliable and valid resources are collected
by involving the opinion of numerous eminent scholars. Based on 6 themes associated with the
research topic collected data and information is evaluated critically. The entire thematic analysis
has involved the opinion of numerous contemporary scholars. The organization that is selected
for analysing data includes Maybelline Singapore, which is considered as one of the most
prestigious cosmetic brands occupying predominant places in social media
platform(maybelline.com 2018). As per market analysis review of IQ, Maybelline captured 59
million ‘likes’in the age of Instagram (digiday.com 2018).
Thematic analysis:
Theme 1: Social media as a voice of customer:
As per the opinion of Scott (2015), around 71% of the teenagers uses social media
platform as a source of collecting product information (nielsen.com 2018). With the emergence
of new technology the expectation level of the customers are getting improvised day by day. In
quest of meeting the needs and demands of the customers’ business experts have to improve their
marketing plans and policies in accordingly. After launching their business process
Maybellinehas started their tradition business store in the market of America. After getting a
huge response from the customers the business experts have decided to launch e-commerce
business process. Social media is the only platform based on which the marketing executives can

2
DATA COLLECTION AND ANALYSIS
gather both service providers and users together. As per the business scenario of Maybelline, it is
observed that the marketing executives have introduced their products in social media pages for
drawing the attention of global customers. As opined by Ashley, Christy, and Tracy (2015),
superior quality of lipsticks, nail police, eye shadow, suns screen, make up kits, colossal liner are
available from the stores of Maybelline. In quest of acquiring brand image and brand identity the
organization has decided to select social media presence to get an instant reaction on behalf of
the customers.
On the other hand, customers initially did not get enough scope of providing their
feedback after purchasing products and services. The emergence of social media however has
become the voice of customers with the help of which the service providers can get response
regarding their products. The feedback can be either positive or negative. Based on the prior
response collected from the customers,the marketing executivesplan to amend their business
strategies. On the other hand, Tiago et al. (2014) differed the point of view that customers are
using social media platform in a negative way. As a result, the business expert of Maybelline is
getting misinterpreted in making their promotional strategy which reflects on the business
profitability enormously.
Graph: Maybelline social media presence
Theme 2: Impact of house of quality on product development
House of quality implies a product development matrix that signifies an inseparable
relation between customers’ desire and product of quality. Aichner, Thomas and Frank (2015)
opined that product quality is defined based on the customers’ actual needs and desire. If the
product is unable to maintain customers needs and demands the product quality is considered as

3
DATA COLLECTION AND ANALYSIS
poor. However, house of quality is the matrix based on which the business experts intend to
identify the areas of customers’ preferences. With the major initiative of research and
development team of Maybelline, the business experts collect data about current market trend. In
case of launching the brand in social media, the business experts have focused on three important
factors which include product diversification, product design and product quality (Broekemier et
al. 2015). While analysing the ways of customer satisfaction it is observed that more than 50% of
the customers available on social media are in craze of product variety. After finding this data,
the marketing executives of Maybelline has decided to render product variety within services.
The product designers have invented several new varieties within products. For an
example, the variety that Maybelline has brought within their lipstick includes Maybelline
Colour Sensational Lipstick Pink Petal, Maybelline Super stay Lipstick in Kiss Me Coral,
Maybelline Colour sensational Lipstick in My Mahogany, Maybelline Colour sensational
Lipstick in Fruit Punch, Maybelline Colour Sensational Lipstick in Glamorous Redand so on
(maybelline.com 2018). As a result, the customers can get the scope of making a comparative
analysis among those shades. However, house of quality enables the business experts in
analyzing the scope of product development as per current trend of market. Therefore,
customers’ voice and response through social media is highly important for developing product
quality.
Theme 3: Interpersonal relation between social media and house of quality
As already mentioned, with the advancement of new technology the expectation level of
the customers are getting improvised day by day. In quest of meeting the needs and demands of
the customers’ business experts have to improve their marketing plans and policies in

4
DATA COLLECTION AND ANALYSIS
accordingly. In quest of acquiring brand image and brand identity the organization has decided to
select social media presence to get an instant reaction on behalf of the customers. The business
expert of Maybelline is getting misinterpreted in making their promotional strategy which
reflects on the business profitability enormously. In case of launching the brand in social media,
the business experts have focused on three important factors which include product
diversification, product design and product quality. The ream of social media is vast and wide
that can easily draw the attention of people from different geographical backgrounds and
attitudes.
Theme 4: Impact of social media as a voice of customer for house of quality
The House of Quality focuses on the product development matrix, which is based on the
evaluation of the demand of the customers and the quality of the product offerings of the
enterprise. Kumar et al. (2016) stated that feedbacks from the customers, as implied by the voice
of customer help organizations in maintaining the standardization protocol as per the objectives
of the organizational sustenance while operating in the offshore markets. Social media plays an
important role through providing the customers with a platform of raising their voice as per the
needs so that the organizations might comply with the changes in the systems of the business
operations.
Zhang et al. (2014) stated that the intervention of the social media platforms has helped
in developing the organizational understanding of the needs of the customers while operating in
the offshore markets. Moreover, Valos et al. (2016) added that around 82% of the total samples
are prone to visit social media platforms for deriving information of the different available
products and the brands in the markets. Therefore, the integration of the organization with

5
DATA COLLECTION AND ANALYSIS
different digital media platforms has enabled the organizational growth through mass awareness
at an affordable cost. Alt and Olaf Reinhold (2012) noted in the research that integration of the
social media platforms has helped in creating the maximum awareness among the target
customers.
Brands Influence of Facebook integration on enhancing
the rate of operations of the business
Maybelline 59 million likes
Estée Lauder’s 5 million likes
L’Oreal 27 million likes (Kristianto, Mian and Maqsood
Sandhu 2012)
(Source: Facebook. 2018)