The article highlighted many examples of combining the high-touch of personal customer insights with the high-tech of virtual groups and online interviews.
In addition to the positive aspects that were included in the article, I was also ask my perspective on any downsides.
There have been two drawbacks that have required me to devise creative solutions to work around.
- Creating group rapport if the technology has glitches. It can be potentially distracting if people are too focused on their web connection or hearing the other participants.
- Creating composite brand stories from multiple elements. The “slide sorter” can work, but it’s not the same as boards, Velcro, or cut-and-paste exercises.
And I’m reminded to thank colleagues like Cindy, Melanie, Eva, and Anita who have helped improve the workability of this kind of innovation.