It may not be the most scientific way to conduct consumer research, but that hasn’t stopped Aaron Schwartz, founder of Modify, a line of trendy mix and match wrist watches. Having acquired a following of more than 2,000 Facebook users, the three-person company tapped its fans for some strategic insights.
The Facebook labs were conducted with the help of Napkin Labs, a digital service that funnels Social Media followers into loosely structured online focus groups. The result has been more than 100 suggestions from about as many recruited users. One surprising discovery is a high level of interest in Modify marketing their watches in recreational venues like surf shops. That could be a game changer.
One of the many advantages of this novel approach to market research is the geographical diversity. By taking research online the physical limitations simply go away. A Denver-based company or a Dallas-based advertising agency doesn’t have to do groups in Boston, Cleveland and LA to get a cross section of America. Nobody has to board a plane or pack a bag.
Another upside of converting Facebook followers into focus groups is the built-in strength of the network. “Involving people in the product-development process makes them a network of evangelists,” explains Riley Gibson of Napkin Lab. Social Media creates the possibility of even more word of mouth buzz. Other similar crowdsourcing services include Userlytics, UserVoice, Get Satisfaction, and Jive.
So can Facebook focus groups elevate your brand or help intensify a launch. Could be. As the say in the watch business, it’s all a matter of time.
