Crowdsourcing has replaced focus groups, an executive recently declared in a New York Times article titled “Crowdsourcing to Get Ideas, and Perhaps Save Money.” The executive happens to have a vested interest in proclaiming the death of the focus group. His company, UberTesting, offers access to consumers who are willing to be recorded remotely as they try out products and navigate through websites. However, he has a point.
Men are frequently marketed products promoting strength or an outdoor lifestyle, but women tend to be left out of this domain, leaving open an important opportunity for brands to produce female-oriented products with a more “rugged” image.
Consumers are increasingly demanding customized products to meet their specific needs. Consequently, there has been a growing trend of brands seeking to cater to different demographics rather than simultaneously to everyone.