Market research is finally responding to the pressure of balancing big data with consumer engagement. Not everyone is on board, but online community specialists, Vision Critical, are blazing a trail.
An article in Marketing Week this week features one of Vision Critical’s clients, CBS Outdoor, who used VC’s online communities to understand city dwellers and create campaigns that deliver engaged customers.
But it’s about more than consumer engagement and data, as Jonathan Bacon’s article points out. If you don’t have the voice of online communities feeding your marketing strategies, then your brand isn’t as strong as it could be.