It is a simple truth, but if you ask people something, they just might tell you. Market research built a whole industry on this simple principle. Today, smart marketers embrace social media. One major mobile ‘phone manufacturer used social media to ask its users what they wanted from a mobile phone… the users virtually designed the new range of phones.
Starbucks mounted their successful ‘My Starbucks Idea’, campaign where visitors to a microsite put up ideas and some were then put into action and their progress could be followed.
This is a great way of finding out what customers think and want without going to the vast expense of formal research and focus groups. For small businesses this is invaluable, giving them access to research and R&D approaches once the preserve of only the big boys.
Amazingly, I still meet organisations who are afraid of letting their customers have their say… because they may say something bad! Surely, if there is something bad you would rather know so you can address it? That sort of answer is also gold dust for any company.
