Brands often link consumer centricity to merely asking consumers for the occasional round of feedback. Yet, we believe the key to true consumer centricity lies in involving the right consumer at the right time.
Research on social contribution platforms has shown that, out of every 100 people,
90 merely consume content: the lurkers,
9 will like, share or react to what is created: the curators and
Better Together Vol. 2: Unlocking the power of consumers
Different people come with a different set of unique skills and competences. Research has shown that out of every 100 people, 90 merely consume content, 9 will like, share or react to what is created, and only 1 will actually create something. And this is no different for consumers.