This report from PricewaterhouseCoopers examines how new technologies and new methodologies are helping to provide companies with a greater understanding of consumers. At present there are approximately 75 to 100 million blogs and 10-20 million internet discussion boards and forums in the English language. Consumers are making full use of online media to discuss when and how they buy, providing a granular, real-time view of consumer behaviours and attitudes – it is the consumer, not the marketers that are leading the discussion!
How should companies translate the consumer voice into company strategy? Which department should own and drive this evolving business area since, operationally it spans several functions. The report looks at specific strategies on how companies can achieve incremental improvements in business processes, technology, and organizational culture.
Click here to read the report.