7. Streel, The New Focus Group - Online Networks, 2008

7. Streel, The New Focus Group - Online Networks, 2008 -...

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The New Focus Groups: Online Networks Proprietary Panels Help Consumer Companies Shape Products, Ads By EMILY STEEL JANUARY 14, 2008 http://online.wsj.com/article/SB120027230906987357.html# When Del Monte Foods was considering a new breakfast treat for dogs, it sent out a note to an online community of dog owners asking them what they most wanted to feed their pets in the morning. The consensus answer was something with a bacon-and-egg taste. The result: Last summer, Del Monte introduced its Snausages Breakfast Bites. They are flavored like bacon and eggs, and contain an extra dose of vitamins and minerals, which the dog owners said was also important to them. The online community, called "I Love My Dog," isn't some random chat room or yet another Web site for dog enthusiasts -- the group was created by Del Monte. Its 400 members were handpicked to join the private network, which the company uses to help create products, test marketing campaigns and stir up buzz. Such online networks, first cultivated as a tool for consumer research by tech and videogame firms, are now rapidly spreading to companies ranging from Coca-Cola to Walt Disney 's ABC Television Studios. They are often cheaper and more effective than phone surveys or traditional focus groups because companies can draw on the participants in a much broader and deeper way than they could in an offline setting. The sites often bear some resemblance to other social-networking sites, where members
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This note was uploaded on 02/19/2012 for the course MARKETING 3336 taught by Professor Wyatt during the Spring '10 term at University of Houston.

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7. Streel, The New Focus Group - Online Networks, 2008 -...

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