Yelp

Yelp is a planner's [not-so-secret] weapon to get consumer insights, real-quick. I used Yelp like crazy to search topics, stores, brands and products during our MAS Bootcamp. I even registered to become a "yelper" to be authentic and be a part of this "yelp community."

A few days ago I was thirsty and thinking of the soda I was introduced to by our Northern European contingency, called Bionade. The company has expanded to the US and I was able to taste it at Suppenkuche in SF's Hayes Valley. I loved it and apparently keep thinking about it.

Wondering where I could find it in NYC, I jumped on to ask my "Yelp Community." Well, no wonder it's such a wealth of insights. People are constantly logged in, waiting for questions, comments -- and what I learned was the mandate to be a "real yelper": the review.

Within 5 minutes, I had 12 comments, none helpful. Here are a few of the comments:

• "Is this like gatorade...only bionic?"
• "Is it biodegradable pomade?"
• "I thought it's read "blonade," which I was assuming was either some coke infused energy drink, or a drink that merely dumbs you down..."

And then the conversation got interrupted when I was asked to write a review. Then a few people commented:

• "no reviews = no respect".
• "when we see the little zero [number of reviews] turn to '1' we'll all come running."

not even 5 minutes later...

"Did it turn? Did it turn?
Nope."

Peer pressured, I did write a review with my limited knowledge of the beverage and still don't know where to buy the soda. All I can hope is that I've gained some respect from the Yelp Community.