Good ideas can be drowned out by a flood of bad ones, says Laurent Florès. His New York-based company, called crmmetrix, developed a worthy new solution called Delphi. The Delphi system combines customer creativity with marketing department knowledge, and tests both with instant feedback from the Internet.
The system uses an Internet-based panel of consumers, provided by the client or crmmetrix, of whom the first 100 are asked for their best idea for a slogan to sell a particular product. Those consumer ideas are mixed in with the marketing department ideas and put to a vote by the next level of panelists.
"The beauty of this system is that consumers both generate ideas and sort through them," says Olivier Toubia, assistant professor of marketing at Columbia Business School in New York, who is co-authoring an article with Florès on the methodology of the Delphi system for the peer-reviewed Marketing Science magazine.
The clients range from consumer products companies like P&G, Unilever to Accor Hotels and the tire company Michelin. No doubt something is worth it about this method giving the names of the companies which use the system.
via stefan via IHT
Search
Me
About
A sparking curious mind, who dares to struggle in order to win. Views my own, unless stated otherwise.
Get in touch!
Contributor to
Tweet Level
Daily Dose
Romanian Blogs
Planning Globe
- APG
- Account Planning Romania
- APG Australia
- This Blog Sits at the
- John Griffiths
- Adliterate
- Blurb
- John Grant
- The Hidden Persuader
- Russell Davies
- Pink Air
- Conformists Unite
- David Nottoli
- No Man's Blog
- Talent Imitates
- Brand New
- Holy Cow
- Piece
- Organic Frog
- Big Picture
- Planningblog
- Chroma
- Influx
- Ad Pit
- Fallon Planning Blog
- Planning On Subversion
- Northern Planner
- Rock'n'roll & Advertising
- Kevin Rothermel
- Skeeballers
- Plannerliness
- Espinha
- Planning from the outside
Random Inspiration
Blogroll
- Advertising/Design Goodness
- Ad Hunt
- Ad ++
- Ad Freak
- Adhurl
- Adjab
- Ad Pulp
- Adrants
- AdScam/The Horror!
- Adtrocius
- Adverblog
- Armchair Media
- Authentic Boredom
- blog Fabrica
- Bannerblog
- Be A Design Group
- Being Reasonable
- Bigshinything
- Billboardom
- Blogfonk
- Brainstorm 9
- Brand Noise
- Brand Flakes for Breakfast
- Everything's Better with Brentter
- CoolzOr
- Copyranter
- Core 77
- Design+Innovation
- Creative Generalist
- Direct Daily
- Ernie Schenck
- Fast Company
- Fontleech
- Fontlover
- Groupies
- Hyper Inked
- Ideamill
- Industrial
- Killer Viral
- Le Blog Personnel
- Marketing Babylon
- M!ndless
- Make The Logo Bigger
- Marketing Alternatif
- Media Culpa
- Media Savvy
- MIT Advertising Lab
- MIT Convergence Culture
- Modern Marketing
- Much Ado About MKTG
- Jupiter Research
- Netzkobold
- Partnes+simons
- PR Studies
- Publicidade off-the-record
- Micro Persuasion
- the fruits of imagination
Archives
- feb. 2014 (2)
- dec. 2013 (1)
- nov. 2013 (2)
- oct. 2013 (1)
- iun. 2013 (1)
- mai 2013 (2)
- apr. 2013 (2)
- mar. 2013 (4)
- feb. 2013 (12)
- oct. 2012 (3)
- sept. 2012 (1)
- iul. 2012 (1)
- iun. 2012 (2)
- mai 2012 (4)
- apr. 2012 (7)
- mar. 2012 (10)
- feb. 2012 (3)
- ian. 2012 (5)
- dec. 2011 (3)
- nov. 2011 (8)
- oct. 2011 (4)
- sept. 2011 (6)
- aug. 2011 (4)
- iul. 2011 (4)
- iun. 2011 (2)
- apr. 2011 (3)
- mar. 2011 (3)
- feb. 2011 (6)
- ian. 2011 (6)
- dec. 2010 (5)
- nov. 2010 (1)
- oct. 2010 (1)
- sept. 2010 (2)
- aug. 2010 (2)
- iul. 2010 (3)
- mai 2010 (1)
- apr. 2010 (5)
- mar. 2010 (6)
- feb. 2010 (4)
- ian. 2010 (2)
- dec. 2009 (13)
- nov. 2009 (3)
- oct. 2009 (4)
- sept. 2009 (5)
- aug. 2009 (3)
- iul. 2009 (2)
- iun. 2009 (4)
- aug. 2008 (2)
- iul. 2008 (3)
- mai 2008 (2)
- apr. 2008 (3)
- mar. 2008 (7)
- feb. 2008 (10)
- ian. 2008 (1)
- oct. 2007 (3)
- sept. 2007 (13)
- aug. 2007 (19)
- iul. 2007 (12)
- iun. 2007 (20)
- mai 2007 (17)
- apr. 2007 (16)
- mar. 2007 (17)
- aug. 2006 (20)
- iul. 2006 (34)
- iun. 2006 (29)
- mai 2006 (40)
- apr. 2006 (24)
- mar. 2006 (2)