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Clorox Cleans Up with Listening Capabilities

New Function Fuses Consumer Affairs and Digital Insights

By Marc Dresner, IIR
The ability to synthesize new data streams has been a
headache that market researchers at all manner of corporations have struggled
with for years now.
So as I was preparing for the Future of Consumer
Intelligence (FoCI) conference, I was intrigued to hear a story that,
ironically, involves an old school feedback tool.  
When grappling with the ‘Big Data’ dilemma, one critical
information source often gets overlooked: Consumer Affairs, Customer Support’call
it what you will.
It’s considered rather quaint in some circles, and easily
overshadowed by the profusion of seductive listening and engagement sources available
Suzanne Henricksen considers
this a major missed opportunity for researchers, and she’s determined to ‘bring Consumer Affairs into the 21st century.’   

Suzanne Henricksen
According to Clorox’s
Global Insights Lead for Consumer Affairs, Listening & Digital Insights’a new
department that reports into the company’s broader Global Insights function’all
of the excitement around social networks, etc., has provided a perfect
opportunity to at last pull Consumer Affairs into the insights fold.
‘The explosion of social media
has made everyone at companies really hot for hearing what consumers are saying
about their brands and products,’ Henricksen told the Research Insighter.
‘The funny thing is that we’ve
had access to this type of information for years through the phone calls, emails
and letters that consumers have been sending into Consumer Affairs departments.
Most companies have been sitting on a treasure trove of information and
insights they aren’t leveraging,’ she said.
Of course, this adds a new
layer of complexity to the pursuit of the elusive holistic truth.
‘One phone call does not equal
one tweet, does not equal one email, etc. There are different issues, different
reach and risk implications and different costs associated with each contact
method,’ said Henricksen.
‘So, it is critical to find a
way to bring them all together because if you look at them separately, more
often than not I think you might reach the wrong conclusion,’ she added.
In this exclusive podcast
interview for FoCI’s Research Insighter
series, Henricksen discusses:
‘ Synthesizing disparate data
sources, modalities and methodologies
‘ Keeping up with the
accelerating pace of digital innovation
‘ Adapting to the absence of
norms and developing new ROI metrics
‘ Building a digital warehouse,
lessons learned and much more’
Editor’s note: Suzanne Henricksen will be participating in a power
panel discussion on ‘Social Media Insights: Making Them Real and Measurable’ at the Future of Consumer Intelligence conference May 14-16 in San Francisco.

To review our world class program, download the brochure here.

Register by Friday May 3 and SAVE $300! 

And for additional information, please visit www.futureofconsumerintel.com.

Marc Dresner is IIR USA’s senior editor and special communication projects lead. He is the former executive editor of Research Business Report, a confidential newsletter for marketing and media research, consumer insights and intelligence professionals. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.