Abstract:

Customer Insights before proceeding with product development or strategic planning are of key importance to brand and product managers. This paper describes a new research method utilizing the reformative developments on the Internet called Web 2.0. It discusses the advent of 'folksonomies' on the Web and their impact on the way people use the Internet, and the options given by 'folksonomies' in terms of interactivity for researchers aiming to generate consumer insights. This paper shows how researchers interactively journey through the collective thoughts of a selected target group.