Brands Briefing: Instagram DMs are proving to be a gold mine for product development

Before grabbing her morning coffee, Lindsay Jackson, the chief marketing officer at Made In cookware, opens up Instagram. She goes straight to the brand’s DMs, where, typically, 20-30 customers have submitted questions and comments about everything from product dimensions to how to care for a saucier. She then settles in and reads them all.

“[The inbox] is the best place for us to keep our finger on the pulse of what our consumers are talking about, reacting to [and] asking of us,” Jackson told Modern Retail. “DMs are, in my opinion, the best place to keep yourself honest, because the consumers are giving you unfiltered feedback 24/7, 365 [days a year].”

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