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, developing consumer-aligned products is hampered by the costs and biases of traditional research methods. This study aimed to identify requirements for the development of protein-rich dairy beverages based on the analysis of consumer reviews on the Amazon e-commerce platform. The approach used data spontaneously generated by consumers and available on this platform. To analyze the high volume of textual data, the Content Analysis technique was used, with its operationalization optimized by Google Gemini Artificial Intelligence. This synergy allowed for the systematic extraction of unstructured and high-volume consumer opinions. Expected results included the identification of the most important attributes for consumers, such as flavor, texture, nutritional profile, and cost-benefit ratio; and the generation of new product ideas to illustrate their applicability. It is expected that this information can support the generation of new product ideas by identifying market opportunities and niches, such as the demand for innovative flavors or formulations for consumers with dietary restrictions. In broader terms, this research sought to validate AI-assisted Content Analysis as a more feasible and low-cost method for market research, offering an easily replicable approach to support a consumer-centric Product Development Process.