Originally posted at Experience Matters
We've been thinking about the current economic climate and the pressure, not to mention scrutiny digital (if not all) initiatives are currently under. Digital by definition is highly measurable, which can increase the focus of ROI (return on investment) for project before it ever gets off the ground. The challenge however is that there is so much to learn from initiatives that launch—insights can be applied directly to that project, or indirectly to something else. In addition to launching our own initiatives as organizations, we realize that companies may not see the advantages they can have simply by listening and potentially participating in what we like to think of as "The Collective". Every day, millions of people are talking about what they care about, and your products and services are most likely part of that story. Download our POV on "The Collective Is The Focus Group" and let us know what you think about what we have to say about tapping the collective for insights. Is this something that can yield a real return? You can also see a version of this article on BusinessWeek.