Trends Report

Product Strategists Want Social Innovation

Social Media Influences Product Design And Product Strategy

June 30th, 2010
Abe Garon, null
Abe Garon
Doug Williams, null
Doug Williams
With contributors:
J. P. Gownder , Laura Wiramihardja , Annie E. Corbett

Summary

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.