The internet has opened the possibility of involving outside agents, such as consumers, to provide ideas for products for a company. Prior to the internet, consumers did not have a direct link to the decision makers in an organization. With the opening of the internet channel, consumers not only can, but want to, interact with a brand.

That interaction can take the form of:

• Feedback – both positive and negative. Such as too much tomato sauce on a pizza, a picture of which is posted to Domino’s Facebook. Domino’s replied and apologized and gave a free pizza in return.
• Requesting Features and Improvements – people using your product know exactly what it can and can’t do in a real life situation and what real-life issues they encounter, such as twisting cords on hairdryers (why don’t they fix that one?)