The New Focus Groups: Online NetworksDel Monte work also covered in a detailed MarketTools case study.
Proprietary Panels Help Consumer Companies When Del Monte Foods was considering a new breakfast treat for dogs, it sent out a note to an online community of dog owners asking them what they most wanted to feed their pets in the morning. The consensus answer was something with a bacon-and-egg taste ... The online community, called "I Love My Dog," isn't some random chat room or yet another Web site for dog enthusiasts -- the group was created by Del Monte. Its 400 members were handpicked to join the private network, which the company uses to help create products, test marketing campaigns and stir up buzz.".... '
Wednesday, January 16, 2008
Social Networks for Focus Groups
Fairly obvious, good examples in this space, in WSJ: