Introduction
Henry Ford is famous for the statement ‘Any customer can have a car painted any color that he wants so long as it is black’. Anyone that wanted to buy his automobile in 1914 was stuck with black. Today consumers not only want to have a choice, they also want you to respond to their wishes. People want to have a voice, be heard, participate, co-create and influence the decision making process. Does this sound difficult, time consuming and expensive to you? It doesn’t have to be and it can even be fun! We’ve developed a cost-efficient fun method to assess the voice of the customer using social media and scientifically validated algorithms.