In the design of products and lines, as well as determining strategies for these, it is essential to take intoconsideration the customer and the competition.
This market research, in most things is resolved through focus groups or surveys. These, although it hasbeen an important part of the current sources of consumer knowledge, in many cases suffer from certain biases given by the difficulty of achieving objective responses to items that may be embarrassing or when responses can be socially undesirable. On the other hand, in both cases, it is easy to emulate a real situationof use or purchase decision.
Other roads are reaching out to this information through direct observation of customers and competition.Although these pathways have traditionally been considered incomplete, given that neither customers norless competition openly displayed their movements, this has been a shift in recent times relevant, with thecoverage they have achieved digital media and social networks .
“Digital media and social networks allow non-invasively collect product information and competence”
A new focus
Both digital media, among which we have newspapers, blogs and newsletters, as well as social networks,since it can be removed en masse and automatically, through what is called clipping half, allow us to collect,noninvasively, information on a product and its competition, both quantitative and qualitative elements, andall based on publicly available data.
From the quantitative point of view, for example, simply counting occurrences of a product advertising in digital media, weighted costs of advertising standards, allows us to estimate the distribution of advertisingspending of the major players in an industry, and even analyzing this cross-media selected, we would even make inference strategies is following the competition, such as focusing on a specific segment.
Other initiatives have entered metrics incorporating qualitative elements, such as the evocation of emotionalrational grounds on advertising. Text and numbers in general rational elements associate with an advertising message, while images are associated with emotional elements, thus, the simple quotient of these values gives us a measure of rationality in a communication strategy product. Other indicators, for example, attempt to measure social networks in the mood for a brand or product and its competition.
Thus, it is now possible to generate automatically new metrics for a product and, similarly, their competitionand can put the data in the context of their industry, and thus be an effective aid in the identification of strategies for them.
Two objectives: Increase Value and Reduce Risk