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Short excerpt:

Business firms can become too focused on promoting the merits of their brand and their product and in doing so, do not have a pulse on consumer attitudes and perceptions of the brand and the product. In order for any business to succeed it needs to be fully appraised or accurately appraised of what consumers think, feel and want not only in relation to the firms product and brand, but generally. It will therefore be necessary to measure and assess consumers attitudes, perceptions and preferences. Radian6 offers a method for conducting this exercise by tracking customer conversations and blogging via the internet (Radian 6, 2011).

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