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Our Blu-ray/HD DVD report triggers skepticism...and we reply

It's been about two weeks since Cymfony published its finding that the next generation video format HD-DVD is taking an early edge over Blu-ray.  The findings themselves were interesting - which you can download here: but the truly interesting aspect of the study was the response to the analysis itself! 


A Blue Christmas for Blu-Ray has caused quite a stir in the blogosphere, industry forums and message boards. The report was picked up from coast to coast -- from the Washington Post to the San Jose Mercury News and in top-tier blogs like Engadget and arstechnica. Then it truly started to get interesting!


As the story evolved, some skeptics bashed the report, wondering who paid for /sponsored the research. We quickly updated the report with this disclaimer (which we should have included more prominently in the initial release):

Cymfony conducted this research as an independent study to evauate and measure the influence of online social media in the high definition video market. The research was not sponsored by any manufacturer or other ognazination affiliated with either HD DVD or Blu-ray products.

We went into the study with no preconceived notions or agendas. We picked the topic expecting it to capture attention due to the heightened awareness of the holiday high-tech consumer season and the importance of these new formats to their respective supporters. The depth of skepticism about Sony's ability to succeed in launching a new format and the perception of the company's "arrogance" surprised us.


We hit a nerve, spurred debate, and that's exciting -- that's what analyzing social media to discover unexpected insights is all about.


I can certainly understand that Blu-ray supporters wouldn't like our findings. And I can even understand their initial reaction to try to cast doubt on the findings.


But I hope on reflection they will begin to understand the bigger lesson we were trying to illustrate with this study: the value of listening. In today's market, consumers are in control and expressing their views; Cymfony is just the messenger. The real question is: are companies and brands ready to listen?  Can they learn to face criticism, respond positively then engage in the conversation productively?


Now that the initial shock has receded, I hope these companies and brand will ask themselves:

  • Could this information have helped shape the product development and marketing strategies?
  • Can these insights be incorporated into a mid-course correction, to address the doubts and concerns expresssed and make a more compelling story for Blu-ray's benefits?
  • Should we create a forum on blu-raydisc.com and ecnourage these consumers to come directly to us to express themselves?
  • What should we do to prove to the skeptics that we have heard them, taken action on their concerns, and are committed to making Blu-ray a must-have product?

These aren't questions just for Sony, the Blu-ray consortium, or their rivals backing HD DVD. These are questions all marketers must begin to wrestle with.


We welcome the conversation to continue. As such, we plan on conducting similar research on other topics next year, capturing the opinions of the consumer base within traditional and CGM forums.


What are your thoughts? What issues, brand, and areas of interest would you like to hear about?


Post a comment for me with your suggestions.

Posted by Jim Nail on December 21, 2006 at 01:59 PM | Email this post Permalink
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» Follow Up To Cymfony Research from Redmond Gadgets Blog
In a previous post we discussed Cymfony's research on the perceptions of the Blu-ray versus the HD DVD. In the research, Cymfony concluded that HD DVD has more positive perceptions over Blu-ray when i ... [Read More]

Tracked on Dec 21, 2006 2:51:54 PM

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