I think it is high time we think about consumer (marketing) research in a radically different way. Turn it upside down. Shake that tree!
Time for traditional research to die I say! Albeit that’s probably a bit of a radical thought. (and by the way: I’ve been a researcher for more than 5 years, early on in my career).
Question is however: why invest in a few focusgroups or even 1000 interviews to get just a little glimpse of what your consumers are thinking about your brand.
Today, if all is well, you ARE already talking to your targetgroup… through facebook, twitter, youtube, Stumble, your blog, your site.
so… JUST ASK THEM QUESTIONS! Engage with them for the purpose of research. Drill the conversation timeline, sucking out all the feelings they may utter (good-bad-ugly) about your brand.
Why change the conventional approach ?
The word IS on the street anyway! It has always been there in fact. People LOVE talking about brands, products and services. It is just possible now to “listen in” to those conversation, and one step further, to BE PART of that conversation and ask questions!
How great is that? And guess what, you can engage and research LARGE NUMBERS compared to the traditional “dipstick”. Now -it doesn’t happen by itself. Your agency is not spontaneously report what is relevant to the business. So, some serious effort needs to go in organizing properly for that new flow of information.
How?
Let’s start with a metaphore i made up : the web is like a giant discotheque with hundred of millions of people having a good time, talking to each other in corners and groups. Can you picture that?
Well, using social media is like navigating around that global room and taking part in the conversations! You can measure the temperature of your brand in the room! So, with that picture in mind, how would you do it in real life?
No different then how you have to do it using social media…say hi…be gentle… listen first…get to know each other…ask a first, non-intrusive question….dig a bit deeper…etc etc.
The next step?
Why not pick out a few people from those virtual and viral conversations to have a more in-depth talk over video-conference. Almost everyone these days has a computer with a webcam.
Advantage?
Exploiting the web to the max is cheaper, faster, and more real. Data will be a lot more and a lot more solid. Isn’t that what all marketers want: a real slice-of-life understanding of their consumers? I can’t wait to see that happen…
And…
You can get to say thank you to each one of those internet consumers for participating, for answering. That’s powerful stuff. That’s brand building while doing research. Consumers will be delighted.
One small caveat.
If you cater to low-income, the above might not work. These consumers might not have computers, or have the skills to understand how to use the web.
I’m saying “might” for a reason thought….people are resourceful! So, they might go to internet cafes and partake in the conversation! Think about that…
Net net, shake that tree. Make it happen. It’s easy, and at your fingertips. Just needs a bit of guts to “trust” the web 😉
What say you?
{ 1 comment… read it below or add one }
Thanks for this post. I definitely agree with what you are saying. I have been talking about this subject a lot lately with my brother so hopefully this will get him to see my point of view. Fingers crossed!