Forrester

Why Read This Report

It is common knowledge that marketers are using social media as an influential way to incorporate their messaging into conversations with consumers. Consumer product strategists, less interested in the shaping of public opinion, are now starting to see the benefit of using social media to influence product strategy — both as an effective listening platform and as a means of engaging in a direct dialogue with consumers. Although many consumer product strategy professionals see great potential for using social media in product development, our new survey data tells us that a majority of companies still have much work to do in order to harness the creative energy of the masses. But strategists who put social media to work for themselves can leverage this relatively new channel into an effective tool for product innovation.