Create a scenario in which this text data might be helpful to a company. Then, consider which data sources (e.g., customer service transcripts, customer-generated social media posts, etc.) would be useful, and the insights that would be needed to address the issue. For example: An innovative company introduced several new products. They are in the process of developing a new marketing communications strategy. In the meantime, they are interested in knowing how customers feel about existing and new products.