Booz Allen Hamilton's "Web 2.0 – The Consumer In Control"

A few days ago I read a very interesting report on a recent study conducted by Booz Allen Hamilton on the impact of Web 2.0 initiatives on the world of business. The study, called “Web 2.0 – The Consumer In Control” was the result of interviews with 4,600 consumers in the U.S., Germany, UK, Middle East and Brazil. The results confirm that consumers are relying more than ever on online communities and blogs to gather product information, make recommendations, compare prices, complain about service... information that is impacting purchasing behavior. As I’ve posted before, this is a subject that I’m very passionate about since I believe consumer collaboration is becoming a powerful new marketing approach that will transform the way we manage brands and businesses.