Sound Like Something You’re Doing?

by Jenna Dudevoir on August 4th, 2010

A couple days ago I posted about the search for Web 2.0 and social media innovators for the first annual Spike Awards. Our latest viewpoint contains a great example.

Yesterday we published "Your Consumer's Virtual World", a new viewpoint by Daniela Ilieva in which you will read about adding a new dimension to traditional market research by blending social media and consumer immersion techniques. You'll also find a great example of a company that "gets it" when it comes to integrating social media and innovation.

One of our CPG clients in the premium candle business was looking to identify, define, and clarify consumer needs for a new premium candle product. To do so they created a truly holistic consumer immersion experience by combining traditional consumer immersion techniques (home and spa visits, discussions with interior designers) with social media activities (blog and forum discussions and research). This all adds up to a deeper understanding of the target market's needs that they can now incorporate into the new product development and commercialization process. A perfect example of using social media to drive innovation and product development.

If this sounds like something your company is doing, you're a candidate for a Spike Award. Head on over to http://spikeawards.com to submit a nomination for a chance to get recognized in this evolving space.

Topics: Blog, Consumer, Consumer Goods, Consumer Immersion, Consumer Insights, Front End of Innovation, Social Innovation, Social Media, Social Networking, Social Product Development, Social Product Innovation, Spike, Spike Awards, VoC, Voice of the Consumer, Voice of the Customer