Tuesday, September 18, 2012

Does the Internet lead to information overload for your customers?

Yesterday, we looked at the importance of sorting through your big data to make sense of it. So if many companies are having trouble with keeping up and analyzing the data they're receiving on a daily basis?  Social Media Today recently shared how consumers approach the situation.  Do consumers deal with the influx of information they receive on a daily basis with the added sources that the Internet brings to their plate?

Yes according to a recent study from Northwestern.  They found that if people are interested, they will pay attention.Eszter Hargittai, associate professor of communication studies,and author of the story stated, “We found that the high volume of information available these days seems to make most people feel empowered and enthusiastic. People are able to get their news and information from a diverse set of sources and they seem to like having those options.”

Can market researchers take this to their advantage?  I believe so.  If we find out where consumers who are interested in in the topic matter of various surveys and market research projects live online, we can easily reach this audience.  If they're interested, many will be willing to cooperate in studies.

This fall at The Market Research Event, Suresh Subbiah, President of North American Operations, QuestBack will take a further look at this topic in the presentation "Brand Communities and the Impact
on Product Innovation."  If you'd like to know more about this session and the full program, download the agenda.  As a reader of this blog, when you register to join us in Boca Raton, mention code TMRE12BLOG to save 15% off the standard rate.

Have you found niche communities online that would fit your target market research profile? How has this helped your study?

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