"Scratch" was the key keyword for floor selection
Analyzing the number of posts related to floors in SNS and interior design communities revealed interesting patterns.
Top 5 most mentioned keywords
| 순위 | 키워드 | 언급 비율 | 감정 |
|------|--------|----------|------|
| 1 | 스크래치 | 34% | 부정 73% |
| 2 | 원목 느낌 | 28% | 긍정 89% |
| 3 | 청소/관리 | 22% | 중립 54% |
| 4 | 가격/가성비 | 18% | 부정 61% |
| 5 | 시공 품질 | 15% | 부정 67% |
When customers choose floors, their biggest concern was "scratch". And even after purchase, complaints related to scratches were the most common. On the other hand, "wood feel" emerged as a highly satisfying factor.
Different keywords were mentioned by brand
Even for the same floor product, customers talked about different points for each brand.
Major mentioned keywords by brand
| 브랜드 | 긍정 키워드 | 부정 키워드 |
|--------|------------|------------|
| A브랜드 | 내구성, 고급스러움 | 가격이 비쌈 |
| B브랜드 | 가성비, 색상 다양 | 스크래치에 약함 |
| C브랜드 | AS 좋음, 시공 편리 | 디자인 제한적 |
From this data, it can be seen that Brand A has a well-positioned "premium" image, while Brand B is perceived for "cost-effectiveness" but is noted to have weaknesses in durability.
Knowing how your own brand is perceived by keywords helps clarify where to focus marketing messages.
Interest keywords change with the seasons
Analyzing interior-related posts monthly revealed seasonal patterns.
Monthly changes in interior interest keywords
March-April (Moving season): "Floor replacement", "New construction move-in", "Brand comparison"
July-August (Rainy season): "Floor warping", "Moisture", "Mold"
November-December (Year-end): "Underfloor heating", "Warm floor", "Remodeling"
During the rainy season, searches related to "moisture" and "warping" increase. Preparing content on "moisture-resistant floors" during this period can be effective.
How were these insights obtained?
The data was collected by crawling SNS and interior design communities.
Crawling targets
Naver blogs, cafes
Interior design communities
Instagram
Example of collected data
{
"Channel": "인테리어 커뮤니티",
"Title": "마루 브랜드 추천 부탁드려요",
"Body": "30평대 아파트 마루 교체하려고 하는데요. 스크래치에 강한 제품으로 찾고 있어요. OO브랜드랑 XX브랜드 중에 고민 중입니다.",
"Post Date": "2025-01-04",
"Comment Count": "34"
}
Example of AI analysis results
{
"Post Body": "스크래치에 강한 제품으로 찾고 있어요. OO브랜드랑 XX브랜드 중에 고민...",
"Keywords": ["스크래치", "브랜드 비교"],
"Intent": "Purchase Decision",
"Mentioned Brands": ["OO브랜드", "XX브랜드"],
"Sentiment": "Neutral"
}
By collecting thousands of posts and automating keyword extraction and sentiment analysis with AI, insights like these can be derived.
Use case: Product planning for a building materials company
A domestic building materials company analyzed customer responses using this method.
Insights discovered
High satisfaction with their product in "wood feel"
However, more concerns about "scratches" compared to competitors
Competitor Brand B is mentioned for "cost-effectiveness" but has many complaints about durability
Utilization methods
Produce marketing content based on scratch durability test results
Set "wood feel + scratch resistance" as a key message
Run a campaign for "moisture-free floors" during the rainy season
This is a case where real customer concerns discovered from data were directly reflected in product planning and marketing.
Data integration methods
The collected data is provided in raw data format, and integration methods can be selected according to the situation.
Excel download
Email sending
API integration
DB integration
Summary
Customer conversations on SNS and communities contain insights necessary for product planning. Analyzing crawling data allows for evidence-based decision-making on frequently mentioned keywords, comparisons with competitors, and changes in interests by season.
Hashscraper handles all aspects of crawler operation, maintenance, and monitoring. Even in the event of platform policy changes or collection errors, there is no need for direct customer response.
Start now
With Hashscraper, you can automatically collect customer response data from blogs, cafes, and communities and analyze it with AI.
If you need crawling or AI analysis for other interior design communities, please contact us.
