Reaping customer insight from user-generated content
21st October 2008, 06:57 pm by Matt Rhodes
At FreshNetworks we know all about using user-generated content for insight. Whether it’s from the activities and discussions we run in our online research communities, to the organic discussions and comments we see across all the online communities that we build.
You can gain a lot by listening to what your customers say, even if you just observe what they are saying on other sites and forums. However, when a brand builds its own online community it gets both the rich profiling information on participants and the right of reply, meaning they can enter into a meaningful exchange with community members.
I was interviewed a few weeks ago for a piece in MyCustomer about how to gain insights from UGC, building on these thoughts and our experiences at FreshNetworks.
Some more reading
- When Did We Start Trusting Strangers? New Research from Universal McCann
- National Geographic is embracing user-generated content with photo and music sharing
- Cultural Voyeurism and Social Media
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C Wilbur:
Thx for the shout-out. We thoroughly enjoyed your presentation just now.Great kick in the butt for more innovation from all of us.
23 October 2008, 4:08 pmFreshNetworks Blog » Blog Archive » How the market research industry should embrace communities:
[...] lose the initiative. Communities are a brilliant source of insight (either planned and managed or insight through UGC). Organisations will begin to rely more and more on these tools as sources of insight and research, [...]
28 October 2008, 4:23 pm