“No Anorexia”

I am slightly divided when it comes to the size zero debate. It’s not that I support models starving themselves to be as skinny as they can be, not for one minute. But what annoys me about the issue is firstly that outside of America, size 0 doesn’t even exist, so while everyone is banging on about size 0, in the UK it’s actually size 4 and in the rest of Europe it’s a 32 (perhaps, every conversion table I ever look at is different), still ‘the size 32 debate’ doesn’t sound quite so shocking does it? What also annoys me about the debate is that the media who write about how terrible this issue is are the very people who perpetuate the idea that ‘thin is beautiful’, but one minute stars are too fat (i.e. normal) and the next minute they are too skinny. What sort of message does that send out to young girls?

Aside from these points, there are many other issues within the debate which also cause me great annoyance, but this isn’t the purpose of this post. At the same time, there are many reasons I also think that the debate should be had and should continue to be discussed. Number one of which is the disease Anorexia Nervosa, the actual reason for this post.

As Milan fashion week begins this year (where last year they followed Madrid’s lead banning any models with a BMI under 18 and asked that models carry medical certificates), size 0 and anorexia is still an issue very much on people’s minds. As a result, the fashion brand Nolita has released an ad showing a naked anorexic woman to highlight the effects of the disease. The posters have been erected all over the city of Milan during it's fashion week.

The ‘model’ used in the ad is a French woman named Isabelle Caro, who has suffered from the disease for 15 years. Weighing only 31kg (just over 4st 12lbs) and also suffering from the skin disease psoriasis, Isabelle spoke to the magazine Vanity Fair about her decision to take part in the ad campaign: “I’ve hidden myself and covered myself for too long. Now I want to show myself fearlessly, even though I know my body arouses repugnance. I want to recover because I love life and the riches of the universe. I want to show young people how dangerous this illness is.”

The ad has been shot by the same controversial photographer, Oliviero Toscani, who photographed a man dying of aids in 1992 for a campaign for Benetton. Of the campaign for Nolita the photographer said that his aim was “to use the naked body to show everyone the reality of this illness, caused in most cases by the stereotypes imposed by the world of fashion”.

It certainly does show everyone the reality of what the illness does to sufferers bodies, but what about what the illness does to their minds?

So far the response to the ad has been quite mixed. While the Ministry of Health feels it can help promote responsibility with regards to the disease, the President of Italy’s Association for the Study of Anorexia is not quite so keen. Fabio De Clercq feels instead that the woman used should be in hospital and the image is “too crude”. He also expressed concern that instead of helping those with anorexia, many may feel envious of the woman pictured and become determined to get even thinner than her.

Unfortunately, it’s a very tricky subject to approach and obviously one ad campaign isn’t going to make a world of a difference, even with an accompanying website which explains the motivation behind the campaign a little more. The aim is to shock people and it certainly does, at least it shocks those who do not suffer from the disease, but whether it shocks those who have an eating disorder themselves, I don’t know.

It may very well end up that some will look to the ‘model’ as something to aspire to be, but even without this campaign, those with the disease have many ‘role models’ already in the media to look to for ‘inspiration’. I wonder also whether the ad is aimed slightly more towards those who do not have the disease to highlight just how hellish the actual reality of the disease is. Because ultimately, those suffering from anorexia already have a distorted image of their own bodies and their problem is in the mind, a poster cannot make them change the opinions that they have so firmly ingrained. If Nolita really wanted to target those with disease, their campaign would go much further than a billboard poster. But then they are a fashion company, not a charity, and so is it actually their responsibility to tackle the disease itself or is it enough for them just to make a statement? Again, I don’t know.

The campaign has left me in two minds. The pictuers are shocking and hard to look at, but the ad has made me think and has made the issue of anorexia and the media and fashion industries' glorification of 'thin' more prominent in my mind once again. So I guess in a lot of ways it’s worked, on me. The actual test will be when it comes to those within the fashion industry however...

Cheeky...

A bit of a cheeky reason to love marketing today – pardon the pun – courtesy of Sloggi and their campaign to find the perfect male and female bottom. And the reason why this should make you love marketing of course is that on occasion, not always granted, marketing allows you to ogle at some lovely half-naked bodies. Well, sex sells, right?

Being an underwear company, it is inevitable that the human form is going to be used to sell the product, but usually the model is over six foot tall and perfect in every way. But here, Sloggi is going a little outside the box and asking us ‘ordinary’ people to send in photos of ourselves in our best undies (preferably Sloggis of course) and the photos will then be rated by the public to find the best. Finalists will receive a range of prizes while the winning two bottoms will have the prestigious title of ‘best bottom in the world’ as well as 10, 000 Euros and a modelling contract with the company. Certainly not a ‘bum’ deal (OK, last pun of the day, promise!).

But not everyone is quite in love with the campaign. Media in Sweden have blasted the campaign as a “pornographic”, “cynical and sexist” and some have even gone so far as to say it is a “porn trap”for young girls. There is also talk that the Trade Ethical Council Against Sexism in Advertising (ERK) could look into the campaign. A spokesman for the organisation asserted however, “We do have the possibility of taking up the case on our own initiative but this hasn’t actually been up for consideration yet.” He added though that he would be “...surprised if we weren’t to receive any complaints, since this has been so widely discussed in the media.”

So, not such a great reaction in Sweden then. But, as one Swedish phrase quite nicely puts it “Taste is a bit like buttocks – divided.”

And with the campaign running in another 38 countries besides Sweden, and with no other such negative reactions elsewhere, overall it doesn’t look to be harming the campaign too much. In fact, with around 72, 000 photos of rear end from all over the globe having being sent in; I’d say the campaign is doing rather well.

And, as for complaints that the pictures may be of those under 18, Sloggi has assured us that all pictures are carefully screened before being uploaded to the website - “They have to be over 18. If we are in any doubt we ask to see official identification. And we don’t upload every picture.” Said spokesperson Sofie Lindahl-Jessen.

Of course, it’s clear that a campaign such as this is going to have to tread a thin line between amusing and pornographic and is constantly going to be under scrutiny with regards to its propriety and ethics. But at the end of the day, it’s only a few bottoms, it’s a little fun. Surely we all like to look at a nice bum now and again?

So, if you’re a fan of bums and fancy a look at what all the fuss is about before the competition has ended and the top bottoms have been chosen, you can visit the Sloggi site here. You can even sit and rate the posteriors which have been submitted already in a ‘Hot or Not’ style. What better way to spend a lunch break?

Mary, Queen of Marketing

Thanks to the wonderful invention that is the PVR, over the past two weekends I've been indulging in a little retail marketing therapy. Mary Queen of Shops is the BBC2 series during which celebrated retail clever-clogs Mary Portas takes four down-in-the-dumps boutiques, gives them a proper shake by their shabby lapels and transforms them into bustling fashion emporiums.

"I'm Mary," narrates the show's star consultant at the beginning of each episode. "What I don't know about shops isn't worth knowing." With this in mind, I must admit I wasn't too sure how I'd get on with Mary. I know that some business owners don't take too kindly to consultants who are too quick to profess their superior intellect and my first instinct was that I'd dislike her know-it-all attitude.

The big surprise then was that I instantly fell in love with her no-nonsense but caring approach. Sure, she's met with the typical brick walls - no belief in the marketing function, zero budgets, marketing myopia, etc. - but she excels at overcoming them by communicating her unwavering belief in what she knows is right. What she might be saying is, "it's my way or the highway," but she also manages to convince her clients that she only has their best interests at heart. It's a powerful motivator.

Whilst I wouldn't dare belittle her achievements in the fashion retail industry (after all, her reputation in the sector speaks for itself), I'd argue that what Mary really knows about is marketing. In the two episodes I've seen so far, what's common is that the retailers are missing a proper understanding of their customer needs. Indeed, without a clear and resolute focus on customers and their unique tastes and habits, these businesses have dangerously lost their way in the jungle that is the fashion market. As Mary teaches them, all they need to do to turn their businesses around is obtain some insider information about what makes their customers tick, then aggressively deliver exactly that.

And it works. With some clever market segmentation - customers are described as "Disciples of Beckham" and "The Forever 40s", for example - some real insights into what makes these segments unique and some inspired marketing communication, these boutiques see sudden and often dramatic turnarounds in their fortunes.

The truth is that what Mary is teaching them isn't rocket science. But she's brilliantly showing us all how marketing can take a tired old business and transform it into a powerful, dynamic and ultimately more profitable one. Need a reason to love marketing? Personally, I can't think of a better one.

Peace man!

Seems we’re not the only one’s who want to have a summer of love this year. But while we’re focusing our love on marketing, Lucky Brand in America is reviving the 60’s and focusing their love instead on flower power (with their brand taking centre stage of course).

Sending a 1949 Flxble bus cross country across the USA, they have their own blog, a ‘Daily Denim Diary’ reporting on the journey. The party hasn’t stopped since the bus set off with the band ‘The Hysterics’ playing live sets in many of the locations as it goes along. Press from all around the US have picked up on the campaign as well as much of the online community, giving Lucky Brand the type of exposure they would have been hoping for.

Fair enough, the campaign was born to shamelessly plug some jeans, but at the same time, it’s a nice idea and what better time of year to send a party bus round the country than in the summer. And, from the coverage it’s received it seems that it is spreading some love and happiness as well as brand awareness.

Those old enough to remember the 60s are given a trip down memory lane and those who weren’t there the first time get a little taste of the decade (through rose-tinted glasses of course).

I’ve already said that a good reason to love marketing is that it lets you spread a little love, and this is another case in point, so what other reason can I wrangle out of today’s example? Well, I think today’s reason (which will be no. 5 for those of you counting) is that sometimes, just sometimes, marketing can brighten up your day when stuck in a traffic jam. In fact, it also happened to me a few weeks ago when a van for a club called Boho in Glasgow’s West End passed us in the car (see the back end of it’s hedge-covered van below).

N.B. Next reason won’t be as obscure – promise!

Glasgow 2014

The final phase of the Glasgow 2014 Commonwealth Games Bid web site went live this month. The previous site was intended to offer information about the bid, but its prime objective was to foster support from people around Scotland for the bid. Having now reached around 1¾ million supporters, that objective has certainly been met. The new site's main objective is now to communicate more information about the bid itself and provides more technical information about venues and logistics. But you can still add your support to the bid, of course.

I really hope that Glasgow manages to get the Games in 2014, and obviously I'm not alone. The decision will be made in Sri Lanka on 9th November 2007 and there will be lots of people throughout Scotland crossing their fingers on that day.

For those of you who have never been to Glasgow, it's a wonderful city, full of culture and things to do, whatever your preferences. For those of you who have possibly been and did not like it, give it another try – the sun does shine sometimes and the more you look, the more you'll find to do while you're there. And for those of you who have been and love it as much as we do, please go and show your support for the bid, if you haven't done so already.

My only worry would be that with London having been awarded the Olympic Games for 2012 it may lessen our chances of securing the Commonwealth Games a little, but I hope it doesn't. Scotland has its own, unique identity, quite separate from England and London itself, as does Glasgow. The new 'Glasgow: Scotland with style' reflects the city's cosmopolitan feel nowadays, but the old strapline still holds true as well, 'Glasgow’s miles better.' It's a friendly and welcoming city and takes influence not only from its own people but from other countries and cultures also.

Have a look at the new website here, and lend your support to the bid. Apart from the positive impact it will have during the games, the creation of the athletes’ village will regenerate Dalmarnock in the East End of Glasgow, with the houses being made available for sale or socially rented housing afterwards. Having staged over sixty international events in the city over the last ten years, Glasgow has shown it has the capability for holding large events. The inhabitants just need to show that we have passion too – which we have done already, but the more support the better.

And, you'll find the branding isn't just aimed at children, but adults as well, so you will be in no danger of having an epileptic fit when you go to show your support.

‘The Motorcycle Blog Diaries Project’

Deborah Bonello, a freelance journalist, specialising in digital media and advertising, is setting off with another journalist, Tom Parker to South America for a digital experiment. Initially travelling through Mexico and Guatemala, the pair are launching a social media experiment and plan to cover stories on their trip through using blogging, del.icio.us, Flickr, YouTube and Facebook.

The idea is to use words, pictures and video to “bear witness” in their journey through Latin America and to update as they go along. Bonello said she would focus on “the experiences of both the human narrative and real-life stories from Latin America”, stories that the mainstream media normally miss. In a nod to the book and film ‘The Motorcycle Diaries’ which documents the young Ernesto ‘Che’ Guevara’s trip through South America with his companion Alberto Granada, they have dubbed the trip ‘The Motorcycle Blog Diaries Project.’ No Motorcycle is being used for transportation however – Aww! Well, I guess Ponderosa II did not make it too far in the original anyway.

Another journalist, Mike Butcher, will be working with the pair back in the UK and will be helping to find a sponsor for the trip. They are currently looking for a commercial partner, either a brand or an online service. It is expected that the project and its sponsor(s) will gain widespread press attention as they highlight the potential of social media technology in today’s ever-more technology driven world.

I’m quite excited to see what the experiment will uncover. Aside from simply providing readers with an output, the two will also be involved in dialogue with their audience and through reader ‘requests’ will investigate particular stories in the region they are in, in collaboration with their online audience.

Will this be the future of newscasting? I doubt it will replace mainstream news altogether, but I certainly think, should this experiment, and the similar experiment to be undertaken by a BBC journalist covering the general election in Turkey this July, be successful, we will see a lot more of this type of journalism.

Interesting too that they have chosen Facebook over Myspace for their social site, as more and more people seem to be moving from the latter to the former, especially within the older age groups.

I’m really looking forward to the start of their journey and following their progress, from both a professional and personal point of view.

Vive le digital revolution! Che Guevara would be proud (at least with regards to the revolution part).


You’ll find the blog at Letters from Latin America, which has already been set up, but as yet does not contain any content. I’m unsure at the moment when the experiment is due to start, but will keep you updated when I find out. Gordon’s Republic also provided contact details for both Deborah Bonello (dbonello@gmail.com) and Mike Butcher should you wish more details.

[Update: Letters from Latin America does not seem to be in place anmore, Deborah's blog can be found instead at New Correspondent]

[Further update: The site has now changed name to Mexico Reporter and can be found here]

Big Brother

I don't watch Big Brother. It's not because I think it's cooler not to watch it or anything, it's just that I find it quite boring. Each year the housemates they put in are even more outrageous than the year before, even more annoying and quite simply caricatures of different factions of British Society.

Don't get me wrong, I love to people watch. I could quite happily sit at a café window for hours watching people go by. I like research and finding out the motivations behind human behaviour (hence I studied psychology for a number of years). And, in general, I like the concept behind the show. That's why I watched the first few series. Normal people in an unnatural situation, watching the bonds they make, the arguments they have and the activities they carry out while 'trapped' within the confines of a not-so-big house and garden. But for me, it lost its charm over the years and began to just get ridiculous and ever more manipulative as they tried to stop the programme from being boring.

But, my biggest problem with the format recently has been the actual contestants they put in. I don't need to say anything more than Jade Goody, and she was just the start of it. I have no interest in watching a bunch of 18-24 year olds (with the odd older contestant thrown in) talking about a load of rubbish with hardly an ounce of intelligence among them. Not that I'm saying that no-one with a lower IQ should be put in the house, but let's not make a whole houseful of them.

So, it was with surprise that I read on Brand Republic that Jonathan Durden, the founding partner at media agency PDH, entered the house along with three other contestants on Friday. Having made millions selling the company he founded, having been in the media industry for 30 years and also having sidelines in music management and restaurant industry as well as having written a novel, he's certainly a break from the usual Big Brother contestants.

I have to wonder if it's a purely personal crusade or whether there is, at least in part, a business reason behind it. In reality, it's probably a mixture of both, as it is for most contestants. Only difference is, Durden is not some wannabe trying to be famous, he's already made it.

I doubt I'll become a convert to the program, but I might actually tune in to the program the odd time now. I'm interested to see what he'll make of it, how long he'll last and what use he'll make of the experience afterwards. Rather him than me, but nevertheless, an intriguing move from Durden. I'll watch this space.

Women Rule OK (Well, on the internet at least)

“The Internet is no longer dominated by young male adults. Times have changed considerably…. Companies who understand this composition when providing services or content through the web or simply advertising online will maximize their chances of success in the Internet of the future.”

Nielsen/NetRatings European Internet Analyst Alex Burmaster

So if young male adults no longer rule the online population in the UK, who does? According to Nielsen / NetRatings women aged 18-34 are now the most dominant group online in the UK. They make up 18% of the online population and account for one-fifth of all UK Internet time.

Even more surprising, one in four Britons online are at least 50 years old; “moreover, there are 1.7 times more 50+ year-olds than children under 18 who are active on the Internet.” It seems actually that those under 18 only account for 4% of all UK Internet time and spend only around 16 hours a month on the net. The most prevalent group, 18-34 year olds, conversely account for 32% of the UK Internet time and spend approximately 60 hours per month online. I find this quite surprising given the rise of social sites and the amount of young people using these. However, possibly those under 18 are all too busy texting and phoning their friends instead and / or playing computer games to bother with surfing the net.

It looks then to be good news for products targeted towards women aged 18-34 online in the UK but perhaps not as good news for those trying to target younger teenagers or children online, or ‘young male adults’.

I hope then that we don’t have a deluge of ‘Sheila’s Wheels’ banner ads or any other such products thrown at us every time we go online. I doubt it though, I well imagine this time next year we’ll find that another group have become the dominant users. For those who do want to target women online though, it would make sense to make hay while the sun shines.

The dominant UK online group is dead – long live the dominant UK online group! (Nothing to do with the fact that I’m a part of that group…)

You’ll find the full set of statistics here.

Ad complaints

CMM News’ blog had a link today to the most complained about advertising of 2006 on BBC News. I couldn’t think of any particularly offensive adverts last year, but was interested to see what the public found to be unacceptable. So, what do you think the ads contained? - Gratuitous sex scenes? Violent crime? Racism? Well, not exactly…

The number one most complained about ad, with 553 complaints last year was from the Gay Police Association which claimed a link between homophobic attacks and religious motivation. Fair enough, I can see that this may be offensive to a wide range of people and unsurprisingly; in the main it was Christian groups who complained. The complaints were also upheld when the statistical claims were never proved to the ASA. But then you look at the most complained about advert of 2005 and indeed the rest of the top ten from 2006.

The advert which received the most complaints in 2005 – KFC’s advert in which people were talking in a call centre with their mouths full. It received three times as many complaints as the Gay Police Associations’ advert. Obviously it must be a whole lot worse to talk with your mouth full than to accuse religious people of inciting hate crimes.

And, the rest of this years list – tax-dodging self-employed people; suggestions of knife crime in a stylised fashion form; being “racist” towards America; riding a dog home to get cereal; and most shockingly – a same sex kiss! Call me crazy, but in a country where we can now have same sex partnerships, what is shocking or offensive about two people of the same sex showing their love for one another? It’s not as if they are having sex, it’s a brief kiss. Complaints detailed that it was unsuitable for children to see, why? In case they ‘turn gay’ after watching two men kiss? Ridiculous.

If you ask me, people shouldn’t waste their time complaining about advertising which is only mildly offensive to the hyper-sensitive, they should be complaining about adverts that are rubbish, which are actually an assault on our retinas and eardrums – like the Frosties adverts for example. No longer content with using good old Tony the Tiger alone, the last outing saw the most annoying young boy in history singing that “they’re gonna taste great!” This time round they may have gotten rid of the boy, but that’s only enabled us to realise it wasn’t just him that was annoying, it’s the song too. A definite contender for one of the worst adverts of recent years. Closely followed however by those horrible adverts where they are securing a loan of £25,000 over the phone without having to give any details of their current finances, only confirming that they have a house that can be repossessed, all the while chatting away to various members of their family and being overly-familiar with the person on the other side of the phone. And, then, they have to ask their partner, while they are on the phone, whether £25K is actually the amount they need – did you not discuss it before you got on the phone?!

Ok, ok, I digress. I know that the ASA cannot get rid of adverts solely on the premise that they annoy the life out of people. But wouldn’t it be great if they could? The point though is that, as Fish’n’Chimps points out “maybe we are too quick to detect double-meanings and imagined insults” nowadays. Consumers might actually have something to complain about if we brought back the “sex depravity, pornography and general sleaziness” which prevailed in advertising and offended in the 1970s. There’s no doubt that advertising has moved on from then, but I think perhaps that as we have tried to be less offensive and always, always politically correct, our skins have become a little thinner.

I’m not saying we should go about insulting people, but people should put advertising in the context it was meant and stop picking up the phone, or whatever medium they choose, to complain every time something doesn’t quite fit neatly into the box of what society has deemed ‘acceptable’. People, on the whole, are not stupid, they can see the concept behind the message and its link to what is being advertised, we’re not going to go out and try to slash people’s faces with our phones or ride our dogs home from work, even if I was still a child I wouldn’t try it (well, maybe the latter of the two, but not all the way home).

Come on!

You’ll find the whole list on the BBC News website here. Have a look and see how many you think are offensive. Methinks some people have far too much time on their hands.

Brand takeover

Diesel’s website was ‘taken over’ a few of days ago by two women called Heidi who have kidnapped a young man and are holding him hostage until their demands are met. They are looking for “15 megabytes of fame” as well as a host of other demands, including changing the brand logo to 'Heidies'. Of course, all of this is being done with both parties wearing Diesel’s new range of underwear. Staged?

So far, the girls have made videos of their demands to Diesel, as well as videos subjecting their hostage to whatever their audience has voted on. Activities so far have included waxing Jaun (the hostage’s) legs, giving him a bath in jelly and sending him to work as their maid. User-generated content at its best/worst? What do you think?

The response on the website and on YouTube, where the videos have also been posted, seems to be mixed. Some like the direction the brand is taking while others hate the whole concept. Some just want to see the girls or guy take their clothes off.

Time will tell how well the campaign has worked for Diesel or whether it might damage the brand, at least in some of their customers eyes. I’m undecided. On the one hand I think it is quite clever and brave for the company to try something a bit different to promote their underwear. Famous mostly for their jeans, this campaign is highlighting another product that the company offers. It helps of course that the hijackers are all good looking with great physiques. Two unappealing girls and a not-so hunky male would not exactly draw the same amount of traffic.

However, using YouTube as a vehicle is no longer groundbreaking, at least not for a company of Diesel’s size. Many of the YouTube faithful do not like the fact that marketing is muscling in on the social site either. But without the videos’ presence here the whole campaign would have likely gone unnoticed.

I wonder also how long Diesel is planning to run the campaign for? Too short and they are unlikely to gain the attention that they are seeking, but too long and people will start to get bored. And, for some the campaign might go too far down the road towards porn, but for many it probably does not go far enough. But sex sells, right?

To decide for yourself, visit http://www.diesel.com/lockin/ You may love it, you may hate it. Does it really matter though? The big question is, will it make you go and buy their pants?

What's in a name? That which we call a blog...

Hopefully you are enjoying reading our blog here at AME Marketing, but many of you might still be unsure about what a blog actually is. In this post we aim to clear up the mystery surrounding what it is and what it is intended for.

Blog is short for ‘Web log’ and is basically ‘a website where entries are made in journal style and displayed in a reverse chronological order’ (Wikipedia, 2006). They can provide commentary or news on a particular subject, or simply act as an online diary. Usually they will combine text, images, links to other blogs, web pages and other media related to the site’s topic.

Modern day blogs evolved from online diaries and some of the earliest blogs started around 1994. Writers began by keeping a successive, online account of their lives. This slowly evolved into what we recognise today.

So, now the history lesson is over, you might wonder why blogs are relevant to your business. Many blogs are non-commercial. Yet as blogging has become more popular and mainstream, many companies, like ourselves, having been getting in on the act. Blogs are yet another way to keep in touch with customers and they allow writers and readers alike to comment on any developments or issues in a particular field. They show customers that you keep up-to-date with any changes in your market and show that you understand the impact of these developments. Not only that, they humanize your company and help to build your business and brand by connecting with your customers.

Unlike direct marketing which can be sent to past, current or potential customers, a blog can be read by anyone on the World Wide Web. Because there is no set number of messages sent there is no limit to the number of people who are exposed to the message, practically no time limit on the content and no direct cost for each person seeing it. Your blog and its contents will drive traffic from search engines, from terms relevant to the content on that page. Yet another benefit is that they empower people to express their knowledge and opinions to anyone who cares to listen, and because customers can control part of this conversation, they can provide great feedback. When used strategically, not only can they generate revenue, they can be an effective way to communicate and offer a call to action.

Even if you don’t want to start a blog yourself, there are other ways that your company can benefit from this medium. Reading other company’s blogs can allow you to gather market intelligence, monitor public opinion and keep an eye on your competitors. You can also engage bloggers by commenting on business topics in other blogs or advertise on them to reach influential customers, target niche audiences or extend your media spend’s reach.

Similar to any communications strategy, you should consider what you actually want to achieve from engaging with your customers. Blogs create opportunities for your business, but can also throw up a number of challenges. Use them to listen to and involve customers. Use them to research your market. Most importantly, use them.