Listen up! [thought 12]
We used to spend (and still do occasionally) a lot of time watching focus groups.
The darkened ‘behind-the-glass’ viewing room was always revealing. Often it was used to find out who liked your brand and we all listen to those people. But the ones who were ambivalent and didn’t know much about your brand, or really didn’t like it were politely ignored.
They usually represent the majority, however.
Digital and social has given many more opportunities for people to talk about your brand. Don’t ignore anything. Seek out all opinions. Listen, take them onboard, respond, engage, thank, or just acknowledge.
Example: Sonos have created forums to help learn what’s happening in the real world. They can aggregate issues, and features that are loved, hated or simply problematic. They get an insight into a wider audience.
[NOFILTER] works with brands to show their true character in this fantastic new digital world. We created a book with our point of view in 19 thoughts on how to do just that. This is the twelfth one. In the oncoming months we will publish the others.
Please reach out here to ask questions, comment or give us your ideas.