- If a customer is telling others about a brand only online, then you want to hear and measure their within "native brand language"
- We love focus groups and love traveling and they are great for a myriad of subjects. However, if normal brand interaction is not part of a group, then it makes sense to measure brand interaction on an individual level and not within a group setting.
- If others are receiving peer-group brand feedback online and via social media, the research needs to use the same format. By researching within the format that future communications will take place one can get a better grasp of vernacular, content, and motives to use when making brand research recommendations for implementation.
They won't replace focus groups, back-room M&Ms and the nuances that only having a skilled moderator and 8 consumers in a room can bring (think collages, innovation sessions, white boarding website tasks and all sorts of other stuff that keeps us in business!). However, as researchers we have our eye on these new brand engagement platforms that live beyond the typical measured and researched "customer experience" CE scorecards. The customer experience is now everywhere, and discussed everywhere. Research needs to be the same. What are your thoughts?