PA’s Rob Mettler, IT expert, is quoted in the Financial Times. Rob comments on the market research process and the role of social media in understanding what customers really think.
In the article, Rob points out that social media such as Facebook, Twitter and YouTube are important sources of information for product developers, but are not good for tapping new audiences: “They are fine for people who know you already, but companies need to be wary of the instant gratification of crowd sourcing, because there is lots of brand sycophancy, with people saying how much they love things.”
Rob says that this needs to be balanced with other inputs, such as using search and analysis tools to find opinions people are expressing in blogs and online discussion rooms.
You can read the article in full here.
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