Now that I explained how we got here in my last post, it’s worth describing the positioning we’ve been evaluating within the market research spectrum.
I’m a big believer in playing to your strengths, and I think the same goes for an overall team. With that said, our experience developing GoRankem has given us a significant leg up in three main categories:
- Aggregating of the collective opinion
Before we even settled into the industry, we had the general premise that brands should leverage their fanbase for market research purposes, specifically in the form of a crowdsourced ideation optimization process.
Providing reaffirmation for our beliefs, Tamara Barber wrote a great piece on Affinova‘s blog aboutThe Evolution of Open Innovation recently. In it, she described four different ways Web 2.0 could have a positive impact:
- Idea management systems: As companies go global and business becomes digital, more formalized idea management systems allow people from the far reaches of the organization to submit their suggestions.
- Innovation management: The company uses technology to methodically connect the best ideas to company goals and incorporate them into the innovation process.
- Collaborative innovation: At this stage, the firm begins to seek out broader employee input throughout the innovation and development process, not only at the ideation stage.
- Open innovation: What if the best ideas aren’t inside the organization? Now, customers, suppliers and other constituents outside of the company are tapped for input and ideas in the never-ending search for competitive advantage.
Building off of Tamara’s suggestions, brands have poured a ton of money into building their fanbases on the social networks like Facebook and Twitter over the last couple years — why don’t we leverage that foundation as a breeding ground to source the best ideas? Sounds like a no-brainer to me!