I wanted to post a message about a conference I assisted during the SEMO, the annual fair of the marketing researches. This event is a good opportunity to see the new trends and methods of the marketing researches. Among couple of very innovative technique, there was a danone conference about a new market study tool they used : a blog. Danone is always seeking for objective, and not biased opinion of their customer, especially concerning some highly innovative products. Hence they decided to develop a private blog, to obtain those information.
A market research consulting company recruits some testers, according to the target of Danone's products. Then the customers are explained the use of the blog, and the food company give them some of their products to test. Then, every day, the testers are invited to post messages about how they experienced the products and their opinions.
This concept is also a good opportunity to create synergy between the testers, that can exchange information about how they consume the products.
This new way to test innovative products seems to work good. I think some other companies seeking for testing new products, and to test different uses for those products, should experience it.
No comments:
Post a Comment