The problem with current methods of collecting customer feedback is it's difficult to critically compare them. Social media is a great engagement tool, but comment sections are often unorganized, where as focus groups take up a lot of time. A Japanese startup called Research & Innovation is trying to address this by using technology to attach consumer commentary to product barcodes. It also offers incentives for customers to do so.
Research & Innovation's Mycomment system offers people free products and cash to encourage them to give customer feedback. A product is sent directly to participants who then use the Code app to scan and add comments and ratings. This information is passed along to R & I, who can then offer market research to companies.