So who is Joseph Sugarman? Let's take a look at his biography! Joseph Sugarman , born on April 25, 1938, in Chicago, is recognized as one of the leading US copywriters. As the CEO of JS&A Group, Inc., he wrote the introductions for hundreds of high-tech electronic products in the 1970s and 1980s, becoming the standard for other copywriters. All products are featured in the large ad, becoming a recognizable sign of Sugarman. His company, JS&A Group, Inc., is one of the largest suppliers of US high-tech products. In 1973, it was the first company in the United States to use the 800 WATS service to receive credit card orders over the phone. In 1979, Sugarman was selected as the Direct Marketer of the Year at an award ceremony in New York. In 1991, he won the prestigious Maxwell Sackheim Award for his contributions in creative careers in direct marketing. Sugarman is also a professional photographer, graphic designer, a commercial pilot with a multi-engin...
Identifying Consumer Problems Using Online and Social Media Traditional methods of discovering consumer problems have tended toward direct questioning of consumers. Today’s online environment, however, can be seen as a potential goldmine for identifying consumer problems at both the category and brand level by monitoring the “conversations” happening online. Sometimes those conversations will be happening on a brand’s own online and social media outlets, as when a consumer tweets a company about recent product failure. Sometimes these conversations will be happening in the broader social media environment, as when bloggers discuss product failures or general needs in a specific product area. Consider the following statements from Radian6, a leader in the field of social media measurement: Problems, needs, and wish lists from your potential customers or your competitor’s customers are being tossed out to the social web all the time. From product reviews to casual statements about...