Nairobi, Kenya
Global research firm Millward Brown CEO Eileen Campbell has challenged local businesses to embrace the advertising platforms presented by the social media as ways of tapping customers in the rapidly growing sites.
Speaking at Crowne Plaza while revealing mega trends in market research and their implications to Kenya, Millward said that major changes fuelled by growth in technology, information propagation and a new breed of market research professionals have overhauled the market research in the country, adding that giant companies are now shifting gears to the new media.
“Technology fuelled consulting with an eye fixed on social media is transforming businesses making them customer friendly. Feedback is instant as seen by the online interaction between clients and business,” said Campbell, picking Twitter as a perfect example.
“Social media are ideal platforms for seeking instant feedback from companies that clients use. They have improved how the business community interacts with the customers,” she said.
Campbell added that a paradigm shift is taking course, with companies being able to conduct research online, replacing paper interview which people have been using for a long time.
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