A great report was recently published by Brad Bortner from Forrester Research about “How Web 2.0 will Transform Market Research”. Online communities offer marketers - real-time, cheap, and unique insights that traditional qualitative focus groups don’t necessarily provide. We continue to see clients leveraging our software to listen and understand what consumers are saying about there brands. Web 2.0 and social media provide a new laboratory for listen and dissecting consumer opinions. Forrester interviewed 31 leading Fortune 500 firms to compile this new piece of research. I would encourage marketers and market researchers to purchase the report and learn more.
Web 2.0 to Transform Market Research?
5.13.08 by Blake Cahill {Blake Cahill, Brand Management, Consumer Generated Media, Market Research, New Media, Social Media}
1 comment so far ↓
Socail media monitoring is a significant step forward for market research because it features consumers who feel compelled enough about their experiences with a brand or product to want to share it with others. This is fundamentally different from what I believe is the single biggest short-coming of traditional market research methods that ask a respondent to provide feedback whether they feel strongly about it or not.
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