Social listening beats focus groups for Kimberly Clark | WARC | The Feed
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Social listening beats focus groups for Kimberly Clark
Personal care company Kimberly Clark has switched its consumer research efforts away from traditional focus groups to real-time social listening in order to be more clearly focused on customers and to ensure marketing messages address their concerns.
Why it matters
Brands can often find their product development is in the slow lane and their marketing messages have remained unchanged for years because they rely on past research and focus groups which take time to feed back insight. By switching to instant results from social listening and customer surveys, businesses can adapt at a faster pace and gain an innovation advantage...
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