"Are you more likely to buy a T-shirt or a box of cereal from a big company if you know it was designed by a fellow customer? You might be, according to new research. And marketers should take note. [Moi ici: Só os marketers? E os gigantes?]
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Emerging research suggests that they’re right to do so — that crowdsourcing is a power to be harnessed. Martin Schreier, the head of the Institute for Marketing Management at Vienna University of Economics and Business, found that executives rated consumer-generated baby products as more novel and useful than those developed in-house. And consumers, Schreier found, regarded companies that rely on user designs as more innovative because they had a larger, more diverse pool of designers with fewer constraints.
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Even better, crowing about a product’s crowdsourced origins could be a marketer’s best friend. It’s the entire business model for the T-shirt seller Threadless. Jake Nickell, the company’s founder and CEO, says, “I think it’s been an ongoing trend over the last decade for consumers to want to know more about the things they buy.”
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Follow-up experiments revealed that people believe their peers understand their needs better and, therefore, come up with better solutions. In an online survey, subjects were asked to compare two identical products — one described as a user-generated idea, the other a company idea. Consumers generally preferred user-generated, they said, because they felt that it was higher in quality, adding, “I can trust the voice of the customer more.”
Trechos retirados de "I’ll have what you’re inventing"
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