Abstract
Qualitative product feedback can reveal nuanced user experiences, but its implicit sentiment is difficult to measure. This paper presents a scalable and interpretable framework that uses large language models (LLMs) to quantify product desirability from such data. Using two Product Desirability Toolkit (PDT) datasets from ZORQ and CARMA comprising 106 respondent term groupings with gold-standard human annotation, zero-shot continuous numerical sentiment scoring and categorical sentiment classification are evaluated without relying on explicit review scores. Across the datasets, LLMs generated numerical sentiment scores directly from qualitative responses and closely matched expert labels, achieving Pearson correlations up to 0.97 and classification accuracy up to 94%. LLMs maintained robustness even when handling data presented in multiple forms and consistently expressed high confidence. In contrast, lexicon-based and transformer baselines did not produce statistically significant results. Among the models tested, GPT-4o-mini achieved performance comparable to larger models at 94% lower cost, supporting scalable deployment. The framework also incorporates model confidence ratings and human-readable rationale explanations (xAI), improving interpretability, transparency, and trust while supporting practical use in product satisfaction assessment. In general, using the PDT tool as a survey method along with a cost efficient LLM for sentiment analysis has the potential to provide for product evaluation with results that are rich in terms of sentiment scores (both numerical and classified sentiment) and in terms of the high-level user impressions of the product that can be used to identify ideas for product development and improvement, as well as marketing ideas for target audiences.
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URL
https://arxiv.org/abs/2606.23701
