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...