At a recent expert panel hosted by ZenithOptimedia, the panelists raised comments about how communities can help driving product development.

Jon Bains (Lateral) said: "...most brands don't even talk to the ones that are already talking about them. They're terrified, because half of the time the community is complaining about the brand. Brands should be reorganising themselves to listen to consumers. It's just not about customer support; it's about connecting to people who are making the product with the people who are talking about it. There are already a lot of companies that are re-plumbing their business because they can save a fortune in new product development"

Anne Kirah (Microsoft) joined in and said: "...We have to involve the people who are using the product. Talk to them, because they want to be marketed to as long as it's within their context."

Right on.