…Use the Web to get feedback on your business ideas

By Michelle Rafter

You’ve got an idea for a new product, but given the economy, you aren’t sure it’ll fly. You want input before plowing your life savings into it, so where do you turn? 

Web-based apps and social networks are efficient and effective ways to get feedback on a product concept or design. The tools are straightforward, but be careful not to misstep in your positioning or the way you use them, says online survey expert Jeanne Hulbert, a sociology professor at Louisiana State University in Baton Rouge and co-founder of the Web site MySurveyExpert.

Here’s what she suggests:

1. Create a focus group Facebook is an excellent tool for kicking off discussion around your idea. The site's “Group” function lets you post your idea and invite people to that page, where you can ask group members to give you feedback. The key to success here is active participation -- by users but also by you. Stay involved in the conversation, and others will keep their feedback coming.

2. Use Twitter Anybody can connect with anyone on this micro-blogging network that’s six million strong and growing. Take advantage of that to follow people you identify as potential customers for your product or service. Reach out to them on a regular basis with questions or comments. But don’t push too hard, Hulbert says. Constantly flogging yourself or your business is a quick way to lose credibility and connections.

3. Conduct a survey For very specific feedback, use free Web-based tools from specialists such as SurveyMonkey, Zoomerang, or QuestionPro, or built-in survey apps on services such as LinkedIn or Wordpress.
   
   Keep in mind that only a small percentage of blog readers and social network users -- generally the ones who really love or really hate something -- take polls, so results won’t give you a 100 percent accurate picture of a potential user population. But it’s a good starting point for additional research, and you can send the survey link to as many people as you like. Plus you can mine comments for case studies, testimonials, and referrals. “You could also identify a problem before it blows up your business,” Hulbert says.