Análise de conteúdo assistida por IA para a identificação de requisitos de bebidas proteicas e geração de ideias de novos produtos, com base em informações obtidas em plataforma de e-commerce

Abstract

The protein beverage market is expanding, representing an opportunity for innovation in the dairy industry. However, the development of consumer-aligned products is hindered by the costs and biases of traditional research methods. This study aimed to identify requirements for the development of protein dairy beverages based on the analysis of consumer reviews on the Amazon e-commerce platform. The approach leveraged spontaneously generated consumer data available on the platform. To analyze the large volume of textual data, the Content Analysis technique was used, with its operationalization optimized through Google Gemini Artificial Intelligence. This synergy enabled the systematic extraction of unstructured and high-volume consumer opinions. As expected results, the most important attributes for consumers were identified, such as flavor, texture, nutritional profile, and cost-effectiveness; and new product ideas were generated to illustrate the approach’s applicability. These insights are expected to support the generation of new product ideas by identifying market opportunities and niches, such as demand for innovative flavors or formulations for consumers with dietary restrictions. More broadly, this investigation sought to validate AI-assisted Content Analysis as a more feasible and low-cost method for market research, offering a replicable proposal to support a consumer-centered Product Development Process.