Controlling online research

I was helping out with a research project over the weekend about how people interact with advertising on different screens. This involved me interviewing respondents about their online habits. There was nothing particularly revolutionary stated, but a point that was hammered home continually was how the internet is the first port of call for researching any potential purchase. And if this is this case, which I’m certain it is, you ask the question as to how easy it is to control, influence and direct this research process. Or maybe, how easy is it to incentivise those with good experiences to say them very loudly. Or at least louder than those with bad. Then, of course, another option is to do what UNIQLO have done, and create their own consumer research portal. And it’s brilliant.

N.B. I’m not sure, of course, how effective it would be if it was a Starbucks or McDonalds. It takes a pretty universally loved brand to have their own reviews trusted.