Tag Archives: market research

Harnessing the strength of consumer comments through interviews

interview customer testimonial, case studyWhen I worked in media research, one of our most valuable commodities, as a company that put video cameras in people’s homes, was footage of customers singing the praises of a product in a natural environment. Short of trialling the product, what could build more consumer confidence than seeing real people recommending it to friends and family, without prompt? These beautiful moments were rare and difficult to come by, trawling through the hours of video footage, and riotous celebrations would shake the office when we discovered such a scene. It was a feeling I unexpectedly recreated last week, when I happened upon the online equivalent of such a scene, by¬†developing a thankful consumer comment into a broader interview. Continue reading