Knowledge Bank


The Future of User-generated Content – Bazaarvoice


The Future of User Generated Content report was compiled in two phases. The first, involved several months of desk research to establish the scope of the report, identify marketers’ major concerns, challenges and opportunities, as well as establish a ‘state of the art for UGC as it stands today. The second phase consisted of an extensive set of one-on-one interviews with leading senior marketers and industry consultants to understand how they have applied UGC and what they consider to be the best practices. They shared their learnings and understanding of the potential of this powerful resource. As a result, we would like to thank the following executives for their kind contributions of time and insight:

  • Scott Birse, Integrated Media Leader, IKEA
  • Cheryl Calverley, CEO, Eve Sleep
  • Lex Bradshaw-Zanger CMO, UK & Ireland, L’Oréal
  • Dan Lurie, Head of Growth & Shopping Product, Pinterest
  • Dan Jarvis, Chief Digital Officer, AS Watson Group
  • Gord Ray, Brand Development Lead, Instagram
  • Ian Edwards, Planning Director, Facebook
  • Sharon Hegarty, Marketing Director, Samsung Electronics
  • Jo Jackson, Chief Creative Officer,
  • Simon Breckon, Brand Director, Ellesse
  • Evan Horowitz, CEO, Movers & Shakers
  • Andrew Nguyen, Product Leader & Coach, Zappos
  • Mobile, UGC, Onboarding, & Advertising


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