We need to create a new field of customer ethnography (or “corporate relationship management”) that will be the proactive study and gathering of data and insights on corporate culture by networked consumers. This will allow customers to better understand what motivates their companies and what behaviors influence their companies’ products and services, and will likely result in bringing new customer-influenced products and services to market.
– Brian Gillespie, How Can Customers Better Target Their Companies? via Continuum
What I like about this is Brian’s sense that people want to lean forward into an active relationship with the companies that matter to them, whose products matter.