Be Careful Using Social Media Consumer Input: Cautionary Tale

I’ve always felt systematic consumer research is more reliable than social media but the article by Hofstetter et. all in the 2017, November Harvard Business Review makes the point in spades. 

Swiss softdrink company Rivella evaluated 800 ideas from consumers and found that the buzz on the favorite ideas were “coming from just a handful of participants who were working feverishly to elicit votes and comments.”  Social friends would exchange “likes” and urge their friend’s friends to join the bandwagon. When Hofstetter examined ideas submitted by social media in 18 companies he found “no correlation between the ideas consumers preferred and the ones that led to successful products.”

Lesson: I’m NOT saying pay no attention to social media. It can be a fertile source of ideas. However, first, examine the source of the ideas and check the interrelationship of advocates. Second, independently test the ideas with focus groups and your own customer panel to see if is popular enough to take to the next level.  [email protected]