Being consumer fluent is crucial in today’s evolving marketplace. Today’s environment is such that brands can’t push their talk track and rest on the perceived power of their message. Quite the opposite – it’s consumers who own the brand story. Their experiences with, and perceptions of, brands are shared with ease, making them the ultimate brand storytellers and messengers. As marketers, it’s our job to understand the story being told and participate in a thoughtful way. Check out the article to learn the three ways that organizations can benefit from an investment in consumer fluency.
The results we received from the iModerate one-on-one, in-depth conversations were much more enlightening than what we typically garner from open-ended verbatim responses. The live moderator offers us the ability and flexibility to probe deeper on certain points, enabling us to get stronger, less vague information. That unique capability has proved extremely valuable to us, and has made this IM-based platform an integral part of our research toolbox.
, VP, C&R Research