Extracting Product Improvement Insights from Social Media Comments Using Machine Learning: A Case Study in the Automotive Industry

This paper presents a scalable machine learning pipeline for extracting actionable, product-related insights from user-generated social media comments. Leveraging sentence embeddings from SBERT and unsupervised clustering (k-Means and agglomerative), the approach structures informal and noisy comments from Instagram and YouTube into topic groups intended to support thematic analysis. A case study on feedback regarding BMW vehicles, comprising more than 26,000 comments, illustrates how the pipeline can reveal recurring user concerns, such as design critiques, usability issues, and technology-related expectations, even in short and unstructured social media comments. The proposed pipeline operates without labeled data or manual annotation, enabling scalable application and transferability across product categories and industries. By transforming large-scale, unstructured consumer feedback into interpretable themes, the pipeline provides product teams with an efficient and structured basis for data-driven product development and improvement.