Abstract:

In the world of market research, 'customer listening' generally consists of a number of widely used methodologies including mall intercepts, mail out surveys, telephone-based surveys, focus groups and one-one personal interviews. These methods were most effective pre-Internet. The intent of this paper is to put forth concepts related to consumer generated discussion that takes place out on the Internet through forums, message boards, chat rooms and primarily blogs. Examples drawn from the Entertainment and Automotive industries illustrate how consumer blogging can impact the brand.