Last week Gap unveiled a new logo on its Web properties, including its Facebook page. This move immediately unleashed a fury of traffic and comments on Facebook, Twitter, and design blogs, with sentiment ranging from “hideous” to “who cares?” In reaction to the momentum behind the negative comments, it didn’t take long for Gap to backpedal, first by trying to hold a competition to crowdsource a new logo. This drew even more ire from the design community, and — as my colleague Doug Williams writes — was exactly the wrong way to go about a crowdsourcing project. So, at the end of the day, Gap scrapped it all and restored its old logo to its Facebook page, its eCommerce site, etc.
This is a fascinating story on so many levels, and overall it demonstrates some serious misjudgment of how the logo and Gap’s strategy for rolling it out would be received by the company’s followers and the social media world in general. As a market researcher, I’d be interested to understand what research the company did before the launch on October sixth. I have two assumptions here:
Gap didn’t do much customer research to inform its decision, and it wasn’t very confident in any research it did carry out. Did the company take the time to build a keen understanding of the particular kind of Gap customer it was targeting with this rebranding?
I promise that at some point I'll use this blog to write about more than M&A in the social media technology space. But the constantly shifting vendor landscape keeps me too busy to get to other pressing topics.
Today, Maritz Reserch announced its acquisition of evolve24. Through this move, Martiz adds strong social media analysis capabilities to its broader customer experience and market research offerings. The two have a long-standing partnership and know how to work well together and combine forces. The terms of the acquisition suggest that evolve24 will stay strongly intact as an offering within the Maritz umbrella.
I reviewed evolve24 as part of my recent Forrester Wave™ evaluation of listening platforms and cited the vendor as offering strong data analysis capabilities — something that surely stood out for Maritz. To rely on social media as a data source, Maritz must have an exepctionally clean stream — a critical focus for evolve24. Firms aiming to understand their customers' experiences require a broad data set, but without quality, breadth is worthless.
You might be wondering why this post has nothing to do with Latin American consumers. Well, in addition to my Latin American research, enterprise feedback management (EFM) is a new and exciting coverage area that I will be addressing to help market research (MR) professionals. My goal is to assist you in finding the right tools and processes that will aid you in making sense of all the copious amounts of information that is collected from all parts of your company regarding consumers and synthesize them into coherent, actionable solutions.
What is EFM? Right now it means several things. From the viewpoint of a customer experience (CXP) professional, it is a tool that can be used to assist in developing a systematic approach for incorporating the needs of one’s customers into the design of better customer experiences, or what we call at Forrester voice of the customer (VoC) programs. My colleague Andrew McInnes will be covering EFM, as well, but from the perspective of how CXP professionals can utilize these tools.
For a market research professional, it is also used as a tool, but is not specific to solely collecting customer experience feedback. I see it as an advantage in two main ways.