Conducting research and validating purchase decisions has always been a popular online activity. And whilst vendors make every effort to publicise key features and benefits, it’s websites like CNet, Epinions and Amazon.com that make experts of everyday users turned contributors. Tapping into the collective intellect of users – as a bona fide business strategy – has been well articulated in James Surowiecki’s ‘The Wisdom of Crowds‘, as well as in ‘Wikinomics‘ by Don Tapscott and Anthony D. Williams. New and engaging businesses like Yelp and Burrp are cropping up globally, to capitalise on the power of public opinion.
Tapping into online user-generated content should be a natural extension for an outfit like Choice, Australia’s venerable consumer advocate with a cult-like following, especially amongst baby boomers. After watching a clever TV spot promoting their website, I decided to have a look. Unfortunately, where I expected a thriving online community of participants sharing experiences, I found a walled garden with restricted access to information. Subscriptions aren’t exactly cheap at $18.95 per quarter (or $16.95 for 72 hour access), when you consider that a little bit of effort can yield similar information for free a few clicks away.
Choice is a not-for-profit organisation, that prides itself on having the end customer as its only paying constituent. Understandably, providing premium, well researched content online for free could canabalise it’s print business. But perhaps there is also a middle ground. Why not provide product summaries and overall ratings for free, but charge for detailed analysis and comparisons? And why not allow users an opportunity to post their own experiences and ratings for any product or service (as opposed to a few pre-defined topics only)?
Choice has less to lose than it fears by adapting to the new online environment where individuals have both a voice and a vote. Hopefully, they will evolve their own online offering before a less worthy entrant fills the void.
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