It seems that every virtual corner I turn there’s talk about tracking the buzz from 2.0 social media tools e.g., blogs, boards, Flickr, etc. The marketing research profession is entering an exciting (although some may find it uncomfortable) phase in the development of data collection and analysis techniques. The field (literally!) has gone from asking questions via door-to-door interviewing to listening to virtual conversations.

Granted, the use of consumer generated media (CGM) as a credible research tool, is in its infancy (historically researchers seem to move cautiously…look how long it took for firms to embrace online research); however, consumer generated media is too rich to overlook. Some companies are beginning to explore CGM as a supplement to traditional research for information about:

• Brand buzz -who.what.where
• Competitive intelligence
• Product development and improvement
• Pre launch buzz
• Early warning crisis management
• Advertising effectiveness
• Voice of the customer

I understand that Chrysler is using CGM to track trends. They’ve gone from mining data at a high level – sensibilities about specific models to a more granular level of information about features and attributes. The next step is better understanding the influencers and how the information flows.

Just yesterday I heard from a reliable source that a popular Atlanta beverage company is reviewing research firms that monitor digital conversations.
However, for CMG to become accepted as a mainstream, credible technique marketing research professionals will be challenged to:

• Incorporate CGM information into the findings from traditional methodologies
• Develop a standard of credibility that is acceptable by practitioners and academics
• Determine what is white noise and what is significant information without sanitizing the data

Here’s one to ponder …

Information is any difference that makes a difference. – Gregory Batson

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