Tuesday, November 14, 2006
Brand Tracking
I have been talking a lot recently about design and experience. Let's face it, for most of what we do perception is important and plays a large part in shaping reality. You just can't shake that.
So I read recently that the new Mini built in Cowley, Oxford, gave the would be customer the opportunity to see their Mini order taking shape and experience the development of their 'baby' as a way of increasing anticipation and excitement. This of course is a linear extension of FedEx type tracking.
Why don't research companies do this? We use internet for data collection and for distributing results. Why not internet tracking as well? I can see that a few people would not like that, but when you think about it it may actually revolutionise the whole industry and the experience of our clients.
So I read recently that the new Mini built in Cowley, Oxford, gave the would be customer the opportunity to see their Mini order taking shape and experience the development of their 'baby' as a way of increasing anticipation and excitement. This of course is a linear extension of FedEx type tracking.
Why don't research companies do this? We use internet for data collection and for distributing results. Why not internet tracking as well? I can see that a few people would not like that, but when you think about it it may actually revolutionise the whole industry and the experience of our clients.
