Online Feedback Replacing Focus Groups
Adweek on January 29, 2007
Blogs, online forums, chat rooms and social networking sites are replacing the traditional focus group, says this article. So-called "conversational marketing" not only provides faster and less expensive results, but also fosters closer customer relationships. One example: BMW used a promotional cross-country tour and related online forums to collect feedback on its Mini Cooper, which prompted product changes including larger cupholders and seats that are easier to manipulate. Other companies spotlighted in examples include Netflix, Intuit and Dice.com.
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