The world's first multi-lingual instantaneous focus group took place in the shadow of the London Eye today, using the messaging platform WeChat, with the majority of respondents saying Britain will not leave the EU.
The group - which discussed key issues of the day from Brexit to Euro 2016 - consisted of members from countries including Morocco, Italy and Iraq and was formed on the spot by the London-based Dark Social consulting group Frictionless Social.
Frictionless co-founder Paul Hurley said...‘This was a 'pop-up' focus group in a 'Dark Social' environment, where people from all around the world came together for a short time to really speak their minds. It's part of the ongoing shift away from open networks such as Twitter, and with recent evidence showing that across the world 80% of people are sharing privately, ‘Dark Social’ really is the biggest challenge facing marketers so far this century. Fortunately there are ways to help. Frictionless Social is one of them.’
Frictionless co-founder Jon Salmon said ...' Businesses, politicians and advertisers can no longer afford to ignore the power of the next generation of communication taking place privately on platforms like WeChat and WhatsApp.
Today’s event was part of a wider report that Frictionless will be releasing in July with insight into usage of ‘Dark Social’ platforms.