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Are you listening?
http://geeksandshrinks.wordpress.com/ 2008/ 05/ 07/ are-you-listening/
Umair Haque wrote about the new economics of brands, describing how Google and Nike are “choosing to invest in consumers, instead of carpet-bombing them with advertising.” But what is the return on this investment? “The decision to invest in consumer is also a decision to listen to consumers - instead of talk at them.” One of the most difficult aspects of being a shrink is obtaining the Voice of the Customer, particularly in an unbiased fashion. Part of the problem is that surveys and focus groups only manage to take a snapshot, even though there are some solutions that provide continuous information, and it’s difficult to anticipate the entire spectrum of responses when designing the survey.
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