Emily Steel of The Wall Street Journal reports that many market researchers are now looking to web chats and alternative new media methods for their research. Steel writes, for decades, advertisers have relied heavily on sometimes-dated consumer surveys and focus groups to provide grist for their ads. Now, some are using new technologies to scan the Web for key words to find out what consumers are’and aren’t’saying about their brands. Then, they are incorporating those findings into their more-conventional research and using them not only to choose the overall themes of their marketing campaigns, but also specific text and photos for their ads.
Have you used any of these tactics in your research? What successes or failures have you experienced?