SOCIAL MEDIA

• Overview
• Advantages
• Web Monitoring
• Proof

Problem

A consumer product manufacturing company planned to launch a new and improved version of an existing product. They had some ideas about where to focus their redesign efforts but they wanted to tap into customer and target prospect ideas as part of the process. They considered using various forms of market research to gather information, including: focus groups, online communities, online surveys and social media mining.

Solution

With FGI Research’s help, our client decided to start with a broad scan of social media conversations and mentions related to their brand and their competitors’ brands. The scan included blogs, social media sites, searches, Twitter and online news outlets. The scan was conducted over a two week period in order to gather a solid base of existing information.

Result

Through FGI Research’s social media monitoring, our client discovered four new ideas related to their product redesign, three deficiencies related to their existing product, and two core advantages they had over their largest competitors. Using this information, our client refined their redesign efforts and further validated their concepts using a temporary online community followed by quantitative research. Also, the company began monitoring social media thirty days prior to their new product launch. This monitoring has helped them understand how the market is receiving their new product, what competitors are doing in response, and how best to optimize their marketing, distribution, pricing and customer service.