Bose learns to listen to customers

This event report outlines how Bose, the audio-equipment manufacturer, has gained a deeper insight into its customer base by leveraging the insights provided by an online community of consumers.

Bose learns to listen to customers

Stephen WhitesideWarc

When Beth Werner joined Bose Corp. nearly four years ago, its method for developing offerings such as headphones and speakers did not involve listening to consumers.

"At that time … we hadn't done research outside of our company," she revealed to delegates at The Market Research Event (TMRE) 2015, a conference organised by the Institute for International Research (IIR). "We were afraid of exposing our brand; we were afraid of exposing our secrets; we were afraid that if we opened ourselves up to customers; that something bad might happen."

But this...

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