Listening to the blogosphere – how blogging can impact your brand
Ted MorrisBrandimensions
INTRODUCTION
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, that is, before e-commerce really took off and the consumer began to use the Internet to purchase goods and services. 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...