Re-Thinking The Focus Group: Tropicana Design Flops


A while back, I wrote a white paper called "The Collective Is The Focus Group". A version of it was printed in BusinessWeek as well. The general point? Consumers can get feedback to any brand in real time—networks amplify what they have to say and sentiment spreads at light speed. Companies need now have to listen, learn, and adapt at all phases of an initiative.

So today as I'm flipping through the New York Times, I come a across an article describing how a Groundswell began against Tropicana's package re-design. As it turns out, Tropicana consumers not only care about it—their most loyal consumers do.
Continue reading @ David Armado's blog - Logic + Emotion

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