Visit a social media channel (Twitter, Instagram, or Facebook) and search for the hashtag #iRobotLove. What do the user posts suggest about iRobot’s ability to solve major customer problems? How could the user-generated content inform the new product development process?

Although robot vacuums have been around for more than a decade, recent updates made them smart-home gadgets, allowing consumers to provide cleaning instructions from a smart phone. The upgrade increased the adoption of the innovation and the number of competitors in the market. iRobot (www.irobot.com), which offers a number of different robot cleaning machines, invites consumers to share the #iRobotLove on social media. The #iRobotLove campaign is iRobot’s initiative to move the conversation about owning an iRobot vacuum—positioned based on the benefit of a cleaner home every day—onto social media. The customer is focused on the benefit of freedom from the mundane work, and they share their passion for the product that enables the freedom.