MIT Sloan Management Review Article on Social Listening Is Revolutionizing New Product Development

New techniques better capture consumer intelligence in real time.

Every day, billions of people talk on social media about where they’ve been, what they’ve bought, and their feelings and opinions about products and services. This information is a gold mine for consumer-facing industries, including retail, consumer goods, retail banking, insurance, and health care. But few companies have acted on this valuable data.