A little while ago, my boss Graham Lee wrote a piece for netimperative on how social media should be used more for product development.
In the past, focus groups have been the cornerstone of the product development process. Graham argues that we should be seeing social media focus groups brought into the mix. Specifically because it gives a new perspective, can develop product/brand evangelists and help forward planning.
It’s that last point I think is most important – and taking it in more more broad direction I don’t even think you need to have participatory focus groups (social media or traditional) take part.
To me, the whole of the Internet is a focus group. You have billions of people all talking about products, movements, companies, brands, whatever – all spouting off opinions, wants, needs and gripes. For the most part, these conversations – though sometimes based on a PR or marketing initiative – are untouched, untainted by direct PR contact. What better sample is there?
For forward planning, then, what companies need to be doing is simple listening. Too many companies are so keen to ‘get involved in the conversation’ they forget where the conversation started. Once the issue is ‘resolved’ they don’t pay attention anymore.
For any planning strategy, you can’t rely on one audience-testing method, but I think it would do a lot of good to really listen to what people are saying. Trends develop over time, and having a record of that will proe absolutely invaluable to a client.
*Rice Krispies vintage poster borrowed from All Posters
