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Netflix: Customer-Focused Product Development

Lithium Alumni (Retired)

d4.pngIn a research-obsessed organization like Netflix, there is no such thing as too much data. The company relies heavily on traditional market research, but wanted to augment it with social media insights because the net that social media casts is wider, and the results more immediate.


The company now uses Scout Labs to monitor many topics. They have searches that are broad (Netflix, main products, new features, competitors) and searches that are specific, like “I wish Netflix would…” to keep a real-time pulse on priority customer features and fixes.


They have been surprised to find some very juicy feedback coming via Twitter!


Social media is not just something to count. In the aggregate, we call it “buzz” but it’s actually the voices of many real and potential customers, and they are often offering feedback to product teams and hints to marketing teams. We just need to tune in. Social media monitoring — its not just for PR any more.

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Previously posted on on Jan 7, 2009

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