Preference regression is a statistical technique used by marketers to determine consumers’ preferred core benefits. It usually supplements product positioning techniques like multi dimensional scaling or factor analysis and is used to create ideal vectors on perceptual maps. == Application == Starting with raw data from surveys, researchers apply positioning techniques to determine important dimensions and plot the position of competing products on these dimensions. Next they regress the survey data against the dimensions. The independent variables are the data collected in the survey. The dependent variable is the preference datum. Like all regression methods, the computer fits weights to best predict data. The resultant regression line is referred to as an ideal vector because the slope of the vector is the ratio of the preferences for the two dimensions. If all the data is used in the regression, the program will derive a single equation and hence a single ideal vector. This tends to be a blunt instrument so researchers refine the process with cluster analysis. This creates clusters that reflect market segments. Separate preference regressions are then done on the data within each segment. This provides an ideal vector for each segment. == Alternative methods == Self-stated importance method is an alternative method in which direct survey data is used to determine the weightings rather than statistical imputations. A third method is conjoint analysis in which an additive method is used.
Gas (app)
Gas (sometimes stylized in all caps), formerly known as Melt as well as Crush, was an American anonymous social media app. Launched in August 2022, the app is oriented towards high schoolers. The app was developed by Nikita Bier, Isaiah Turner, and former Facebook engineer Dave Schatz. Gas was largely based upon the prior tbh app developed by co-founder Nikita Bier, along with Erik Hazzard, Kyle Zaragoza, and Nicolas Ducdodon in September 2017. tbh was acquired by Facebook inc. (now Meta Platforms) on October 16, 2017, and nearly a year later in July 2018 was dissolved, owing to low usage. Gas follows a similar purpose to tbh in being a social media app oriented towards high schoolers. In the app, users participate in anonymous polls regarding pre-written complimentary statements to their peers, such as "I'd say yes if (blank) asked me out on a date," "I think (blank) is the coolest kid in school," or "would make an ugly face and still look pretty." Winners of said polls receive a "flame." The name of the app is derived from this, with "gassing someone up" being Gen Z slang for complimenting someone. Users can pay a $6.99 subscription that enables "God Mode," which shows hints regarding who voted for them in a poll. Gas overtook TikTok and BeReal as the most downloaded app on the Apple App Store in October 2022 (the app is currently not available for Android). The app has over 5.1 million downloads as of early November 2022, over a million active users and 300 thousand daily downloads as of October 2022. Currently, the app is available in Canada and the majority of the United States. On January 17, 2023, Gas was acquired by Discord, however it would remain a standalone app and its developers became Discord staff members. On October 18, 2023, Discord announced that service for Gas would be permanently ending effective November 7, 2023, due to a steep decline in users. Effective November 7, the app became completely unusable. == Controversy regarding human-trafficking == Beginning in October 2022, rumors spread largely throughout TikTok and Snapchat alleged that the app was linked to human trafficking (in particular sex trafficking). According to Bier, the rumor originated with a single user review from China on October 5, and then was disseminated through TikTok accounts with "few to no US teen followers." Although largely dismissed as a hoax by experts, who cite how the app doesn't log user locations and general anonymity, the hoax became pervasive to the extent that various police departments, school systems, and local news outlets began issuing warnings regarding the app. For instance, on October 31, 2022, the police department of Piedmont, Oklahoma issued a warning to parents, encouraging them to check their children's phones, while on November 3, the Oklahoma Oktaha Public School system stated in a Facebook post that "Children are being kidnapped in other towns and this new app is thought to be the source of predators finding their location." (both statements have since been retracted by Police Chief Scott Singer and Superintendent Jerry Needham respectively). Additionally, local medial outlets such as KOCO in Oklahoma City ran stories making similar statements. The rumor had a negative impact on the app, with downloads plateauing for a two-week period in late October and with 3% of users in a single day reportedly uninstalling the app. Revenue and ratings have also reportedly dropped and the company's social media accounts have been bombarded with comments labeling them as sex-traffickers. Additionally, the four-person development team has reportedly been bombarded with various death threats as a result.
Usage share of operating systems
The usage share of an operating system is the percentage of computers running that operating system (OS). These statistics are estimates as wide scale OS usage data is difficult to obtain and measure. Reliable primary sources are limited and data collection methodology is not formally agreed. Currently devices connected to the internet allow for web data collection to approximately measure OS usage. As of December 2025, Android, which uses the Linux kernel, is the world's most popular operating system with 38.94% of the global market, followed by Windows with 29.99%, iOS with 15.66%, macOS with 2.14%, and other operating systems with 10.78%. This is for all device types excluding embedded devices. For smartphones and other mobile devices, Android has 72% market share, and Apple's iOS has 28%. For desktop computers and laptops, Microsoft Windows has 60.8%, followed by unknown operating systems at 19.7%, Mac OS at 14.4%, desktop Linux at 3.2%, then Google's ChromeOS at 1.6%, as of March 2026. For tablets, Apple's iPadOS (a variant of iOS) has 52% share and Android has 48% worldwide. For the top 500 most powerful supercomputers, Linux distributions have had 100% of the market share since 2017. The global server operating system market share has Linux leading with a 63.1% marketshare, followed by Windows, Unix and other operating systems. Linux is also most used for web servers, and the most common Linux distribution is Ubuntu, followed by Debian. Linux has almost caught up with the second-most popular (desktop) OS, macOS, in some regions, such as in South America, and in Asia it's at 6.4% (7% with ChromeOS) vs 9.7% for macOS. In the US, ChromeOS is third at 5.5%, followed by (desktop) Linux at 4.3%. The most numerous type of device with an operating system are embedded systems. Not all embedded systems have operating systems, instead running their application code on the "bare metal"; of those that do have operating systems, a high percentage are standalone or do not have a web browser, which makes their usage share difficult to measure. Some operating systems used in embedded systems are more widely used than some of those mentioned above; for example, modern Intel microprocessors contain an embedded management processor running a version of the Minix operating system. == Worldwide device shipments == Shipments (to stores) do not necessarily translate to sales to consumers, therefore suggesting the numbers indicate popularity and/or usage could be misleading. Not only do smartphones sell in higher numbers than PCs, but also a lot more by dollar value, with the gap only projected to widen, to well over double. According to Gartner, the following is the worldwide device shipments (referring to wholesale) by operating system from 2012 to 2016, which includes smartphones, tablets, laptops and PCs together. On 27 January 2016, Paul Thurrott summarized the operating system market, the day after Apple announced "one billion devices": Apple's "active installed base" is now one billion devices. [..] Granted, some of those Apple devices were probably sold into the marketplace years ago. But that 1 billion figure can and should be compared to the numbers Microsoft touts for Windows 10 (200 million, most recently) or Windows more generally (1.5 billion active users, a number that hasn’t moved, magically, in years), and that Google touts for Android (over 1.4 billion, as of September). My understanding of iOS is that the user base was previously thought to be around 800 million strong, and when you factor out Macs and other non-iOS Apple devices, that's probably about right. But as you can see, there are three big personal computing platforms. And only one of them is actually declining. We’ll see how Windows 10 fares over the long term, but even if Microsoft hits the 1 billion figure in 1-2 years as promised, it will by then still be the smallest of those three platforms. In 2018, Apple stopped revealing unit sales in its reports. Since 2018, the company have been publishing only revenues per device models which, nonetheless, allowed the analysers to extrapolate the unit sales from the model revenues by applying the wholesale device prices. Other hardware manufacturers usually do not report unit sales. === PC shipments === For 2015 (and earlier), Gartner reports for "the year, worldwide PC shipments declined for the fourth consecutive year, which started in 2012 with the launch of tablets" with an 8% decline in PC sales for 2015 (not including cumulative decline in sales over the previous years). Microsoft backed away from their goal of one billion Windows 10 devices in three years (or "by the middle of 2018") and reported on 26 September 2016 that Windows 10 was running on over 400 million devices, and in March 2019, on more than 800 million. In May 2020, Gartner predicted further decline in all market segments for 2020 due to COVID-19, predicting a decline of 13.6% for all devices. while the "Work from Home Trend Saved PC Market from Collapse", with only a decline of 10.5% predicted for PCs. However, in the end, according to Gartner, PC shipments grew 10.7% in the fourth quarter of 2020 and reached 275 million units in 2020, a 4.8% increase from 2019 and the highest growth in ten years." Apple in 4th place for PCs had the largest growth in shipments for a company in Q4 of 31.3%, while "the fourth quarter of 2020 was another remarkable period of growth for Chromebooks, with shipments increasing around 200% year over year to reach 11.7 million units. In 2020, Chromebook shipments increased over 80% to total nearly 30 million units, largely due to demand from the North American education market." Chromebooks sold more (30 million) than Apple's Macs worldwide (22.5 million) in pandemic year 2020. According to the Catalyst group, the year 2021 had record high PC shipments with total shipments of 341 million units (including Chromebooks), 15% higher than 2020 and 27% higher than 2019, while being the largest shipment total since 2012. According to Gartner, worldwide PC shipments declined by 16.2% in 2022, the largest annual decrease since the mid-1990s, due to geopolitical, economic, and supply chain challenges. In 2024 and 2025, due to lower adoption of Windows 11 and Microsoft ending its support to Windows 10, the number of PCs shipped with pre-installed Windows OS dropped. Pundits attribute the low Windows 11 acceptance to its steep hardware requirements and especially the TPM 2.0 ready chipset requirement and the 2024 CrowdStrike-related IT outages. Meanwhile, the macOS device market share in PC device shipments increased to new heights, with improved numbers seen for Linux devices too. In Q3 2025, the macOS pre-installed device shipments increased by 14.9% year-over-year (YoY), while the overall PC-shipments increased only by 8.1%, in Q2 2025, it grew 21.4% YoY while the global PC-shipments increased only by 6.5%, and in Q1 2025, it grew 7% YoY while the global PC-shipments increased by 4.8%. === Tablet computers shipments === In 2015, eMarketer estimated at the beginning of the year that the tablet installed base would hit one billion for the first time (with China's use at 328 million, which Google Play doesn't serve or track, and the United States's use second at 156 million). At the end of the year, because of cheap tablets – not counted by all analysts – that goal was met (even excluding cumulative sales of previous years) as: Sales quintupled to an expected 1 billion units worldwide this year, from 216 million units in 2014, according to projections from the Envisioneering Group. While that number is far higher than the 200-plus million units globally projected by research firms IDC, Gartner and Forrester, Envisioneering analyst Richard Doherty says the rival estimates miss all the cheap Asian knockoff tablets that have been churning off assembly lines.[..] Forrester says its definition of tablets "is relatively narrow" while IDC says it includes some tablets by Amazon — but not all.[..] The top tech purchase of the year continued to be the smartphone, with an expected 1.5 billion sold worldwide, according to projections from researcher IDC. Last year saw some 1.2 billion sold.[..] Computers didn’t fare as well, despite the introduction of Microsoft's latest software upgrade, Windows 10, and the expected but not realized bump it would provide for consumers looking to skip the upgrade and just get a new computer instead. Some 281 million PCs were expected to be sold, according to IDC, down from 308 million in 2014. Folks tend to be happy with the older computers and keep them for longer, as more of our daily computing activities have moved to the smartphone.[..] While Windows 10 got good reviews from tech critics, only 11% of the 1-billion-plus Windows user base opted to do the upgrade, according to Microsoft. This suggests Microsoft has a ways to go before the software gets "hit" status. Apple's new operating system El Capitan has been
Computer aided transceiver
Computer aided transceiver (CAT) is a non-generic serial protocol used by radio amateurs for (remotely) controlling a transceiver radio receiver equipment using a computer. Conventional transmitters are manually controlled and used to transmit voice using buttons, dials, etc. However, advances in electronics have come to market devices that can be controlled by a computer and allow digital modes such as packet radio and also the use of satellite tracking, because it can continuously change the device's frequency according to the Doppler effect. This is done by connecting a Radio receiver and a PC using a CAT interface and a CAT Program Additionally, CAT interfaces can also be used to position tracking antennas, in controllers. As a satellite moves overhead. A CAT interface is a piece of hardware that connects the PC and radio that provides a connection to allows the radio and the PC to communicate with each other. The CAT interface provides the signals to and fro via correct voltage levels and in the case of a Universal Serial Bus (USB) CAT interface it requires a "protocol" for communication but communication itself is down to the radio and the software on the PC. Software that may be called a CAT program allows a radio to be controlled through the PC. Changes made on the radio through user interactions on the CAT Program are (generally) shown on the PC's screen. The functionality of CAT equipment (software & interface) depends on the radio and what features the software writers included in the CAT software. Modern radio systems do have more CAT functionality If you run a logging program that supports CAT, then that software may take advantage of the CAT system by retrieving information from the radio to help fill in log details, such as the frequency that the contact was made. CAT is also useful on many radios where there are many sub-menus in the radios menu system, and many of the sub-menu items can be easily changed via the PC. On many HF radios, the CAT system is also used to program the memories on the radio, but you would need to use appropriate programming software. A CAT interface does not receive or transmit any DATA mode, that is the purpose of a DATA interface. Although, both may be used at the same time with the correct CAT Equipment. DATA modes, and getting audio to and from the PC is the function of a DATA interface. A completely different thing but it is easier and more useful when CAT and DATA are used at the same time. Wouldn't it be nice to have an interface that could operate Frequency-shift keying (FSK), Audio FSK (AFSK), (real) Morse Code (CW), with a CAT interface and its own sound card..... (eg. The DigiMaster Pro3).
GeForce RTX 50 series
The GeForce RTX 50 series of consumer graphics cards is the successor of Nvidia's GeForce 40 series. Announced at CES 2025, it debuted with the release of the RTX 5070, RTX 5080 and RTX 5090 in January 2025. It is based on Nvidia's Blackwell architecture featuring Nvidia RTX's fourth-generation RT cores for hardware-accelerated real-time ray tracing, and fifth-generation deep learning–focused Tensor Cores. The GPUs are manufactured by TSMC on a custom 4N process node. == Background == In March 2024, Nvidia announced the Blackwell architecture for its datacenter products. Like Ampere, the architecture is shared by consumer and datacenter products rather than having distinct architectures released simultaneously like Ada Lovelace for consumers and Hopper for datacenter. At the Game Awards in December 2024, a cinematic trailer for The Witcher IV was shown that had been pre-rendered on an "unannounced Nvidia GeForce RTX GPU". This was assumed to be an upcoming GeForce RTX 50 series GPU. Following the RTX 50 series announcement, Nvidia confirmed that the trailer was "pre-rendered in Unreal Engine 5 on a GeForce RTX 5090". Later in the same month, it was reported that Nvidia had begun stockpiling GeForce RTX 50 series units in U.S. warehouses due to a threatened 10% import tariff and 60% tariff on Chinese imports that Donald Trump promised in his re-election campaign. === Announcement === On January 6, 2025, the GeForce RTX 50 series was officially announced for desktop and mobile devices during Nvidia's CES keynote in Las Vegas. The pricing announcement was met with surprise as the RTX 5080 at $999 was the same price that the RTX 4080 Super released at a year earlier despite the anticipated price increases. Nvidia CEO Jensen Huang falsely claimed that the RTX 5070 could reach "RTX 4090 performance at $549", a figure that relies on the use of DLSS 4 upscaling and Multi Frame generation, and is not an indication of raw performance. == Features == === Blackwell architecture === The GeForce RTX 50 series is powered by the Blackwell microarchitecture, which continues Ada Lovelace's emphasis on high graphics frequencies and large L2 caches. The Blackwell architecture introduces Nvidia RTX's fourth-generation RT cores for hardware-accelerated real-time ray tracing and fifth-generation Tensor Cores for AI compute and performing floating-point calculations. === GDDR7 === RTX 50 series GPUs are the first consumer GPUs to feature GDDR7 video memory for greater memory bandwidth over the same bus width compared to the GDDR6 and GDDR6X memory used in the GeForce 40 series. RTX 50 series desktop GPUs use GDDR7 modules from Samsung due to them being available for validation earlier than modules from SK Hynix and Micron. === 12V-2×6 connector === The GeForce RTX 50 series uses the 16-pin 12V-2×6 connector, which is a revision of the 12VHPWR connector featured on the GeForce 40 series. There were problems with the 12VHPWR connector melting on some RTX 4090 GPUs due to the connector not being fully seated and connector design flaws that did not implement a high enough safety and error tolerance. The 12V-2×6 connector revision, published by PCI-SIG in July 2023, addressed this by shortening the four sense pins so the connector will not push any power if it has not been fully seated. The 12VHPWR design would still draw up to 150W of power even if the sense pins were not making full contact. 12V-2×6 is backwards compatible with existing 12VHPWR cables and adapters. Nvidia has mandated to its AIB partners that the 16-pin 12V-2×6 connector be used on all RTX 50 series designs. With the GeForce 40 series, the 12VHPWR connector was only mandated on higher power cards such as the RTX 4070 Super, RTX 4070 Ti, RTX 4070 Ti Super, RTX 4080, RTX 4080 Super and RTX 4090 while RTX 4060, RTX 4060 Ti and RTX 4070 AIB designs had the option of using 8-pin PCIe connectors. The 600W-capable 12VHPWR connector would not have been necessary on sub-200W cards. === DLSS 4 === The fourth generation of Deep Learning Super Sampling (DLSS) was unveiled alongside the RTX 50 series. DLSS 4 upscaling uses a new vision transformer-based model for enhanced image quality with reduced ghosting and greater image stability in motion compared to the previous convolutional neural network (CNN) model. DLSS 4 also allows a greater number of frames to be generated and interpolated based on a single traditionally rendered frame. This form of frame generation called Multi Frame Generation is exclusive to the RTX 50 series while the GeForce 40 series is limited to one interpolated frame per traditionally rendered frame. Nvidia claims that DLSS 4's frame generation model uses 30% less video memory with the example of Warhammer 40,000: Darktide using 400 MB less memory at 4K resolution with frame generation enabled. Nvidia claims that 75 titles will integrate DLSS 4 Multi Frame Generation at launch, including Alan Wake 2, Cyberpunk 2077, Indiana Jones and the Great Circle, and Star Wars Outlaws. === Media Engine and I/O === The RTX 50 series includes DisplayPort 2.1b UHBR20 (80Gbps) with higher display output data rates to support high resolution and high refresh rate displays. The GeForce 40 series received criticism for only including DisplayPort 1.4a (32Gbps) while the competing Radeon RX 7000 series included DisplayPort 2.1 UHBR13.5 (54Gbps). At CES 2025, VESA announced a collaboration with Nvidia on the new DP80LL ("low loss") UHBR20 active cable standard. DP80LL allows for 80Gbps DisplayPort 2.1 cables up to 3 meters long as passive DP80 cables are limited in length due to signal integrity concerns. The RTX 50 series introduces the ninth-generation NVENC encoder and sixth-generation NVDEC video decoder. For the first time in a consumer GeForce GPU, encoding and decoding video in the 4:2:2 color format for professional-grade higher color depth is supported. == List of GPUs == === Desktop === GeForce RTX 50 series desktop GPUs are the second consumer GPUs to utilize a PCIe 5.0 interface and the first to feature GDDR7 video memory (except for the entry level RTX 5050 that still uses GDDR6). They are fabricated by TSMC using a custom 5 nm process dubbed 4N. === Mobile === Laptops featuring GeForce RTX 50 series laptop GPUs were shown at CES 2025. Laptops with RTX 50 series GPUs were paired with Intel's Arrow Lake-HX and AMD's Strix Point and Fire Range CPUs. Nvidia claims that Blackwell architecture's new Max-Q features can increase battery life by up to 40% over GeForce 40 series laptops. For example, Advanced Power Gating saves power by turning off areas of the GPU that are unused and the paired GDDR7 memory can run in an "ultra" low-voltage state. Initial RTX 50 series laptops will become available in March 2025 starting at $1,299. == Controversies == === 12V-2x6 power connector issue === The 12V-2x6 connector used by multiple 5090 cards faces criticism due to a design flaw that can potentially cause the connector to melt. The flaw primarily affect Nvidia's own RTX 5090 FE and RTX 5080 FE cards and are similar to the failures seen on the RTX 40 series but models by third party OEMs have been affected as well. === Availability and pricing === The releases of the RTX 5090, 5080 and 5070 Ti were marked by severe availability issues and pricing well above MSRP. Pricing became an issue again at the end of 2025 due to an ongoing memory supply shortage. Nvidia has been rumored to cut production of 16GB VRAM cards, affecting the availability of the RTX 5060 Ti 16GB and RTX 5070 Ti SKUs. === 32-bit support removal for CUDA, OpenCL, and GPU PhysX === Support for 32-bit OpenCL, and CUDA applications (and as a result 32-bit GPU-accelerated PhysX), was dropped for the GeForce RTX 50 series, which resulted in several applications encountering performance issues with GPU PhysX options or not being able to run at all, causing negative reactions from numerous gaming communities. On December 4, 2025, with the release of driver version 591.44, 32-bit GPU-accelerated PhysX support was restored for certain games. Support for more games was promised in the future. === Incomplete dies and missing ROPs === The dies of certain RTX 5090/5090D, 5080, and 5070 Ti cards were missing eight render output units (ROPs), resulting in slower graphics while pure compute and AI workloads are unaffected. Nvidia claimed that less than 0.5% of cards are affected and that the "production anomaly" has been rectified. === Black screen issues === Some RTX 5080 and 5090 users reported an issue where the system would boot into a black screen after installing Nvidia drivers. Nvidia confirmed the issue and said that a new driver update would fix it for people who hadn't received a VBIOS update yet. Released on February 27, 2025 Nvidia drivers version 572.60 claim to have fixed the issue. Nvidia has since released multiple hotfix and Game Ready drivers that contain additional fixes for the issue. === Windows driver branch quality and stabilit
Database virtualization
Database virtualization is the decoupling of the database layer, which lies between the storage and application layers within the application stack. Virtualization of the database layer enables a shift away from the physical, toward the logical or virtual. Virtualization enables compute and storage resources to be pooled and allocated on demand. This enables both the sharing of single server resources for multi-tenancy, as well as the pooling of server resources into a single logical database or cluster. In both cases, database virtualization provides increased flexibility, more granular and efficient allocation of pooled resources, and more scalable computing. == Virtual data partitioning == The act of partitioning data stores as a database grows has been in use for several decades. There are two primary ways that data has been partitioned inside legacy data management systems: Shared-data databases: an architecture that assumes all database cluster nodes share a single partition. Inter-node communications are used to synchronize update activities performed by different nodes on the cluster. Shared-data data management systems are limited to single-digit node clusters. Shared-nothing databases: an architecture in which all data is segregated to internally managed partitions with clear, well-defined data location boundaries. Shared-nothing databases require manual partition management. In virtual partitioning, logical data is abstracted from physical data by autonomously creating and managing large numbers of data partitions (100s to 1000s). Because they are autonomously maintained, the resources required to manage the partitions are minimal. This kind of massive partitioning results in: Partitions that are small, efficiently managed, and load-balanced. Systems that do not require re-partitioning events to define additional partitions, even when the hardware is changed. “Shared-data” and “shared-nothing” architectures allow scalability through multiple data partitions and cross-partition querying and transaction processing without full partition scanning. == Horizontal data partitioning == Partitioning database sources from consumers is a fundamental concept. With greater numbers of database sources, inserting a horizontal data virtualization layer between the sources and consumers helps address this complexity. Rick van der Lans, the author of multiple books on SQL and relational databases, has defined data virtualization as "the process of offering data consumers a data access interface that hides the technical aspects of stored data, such as location, storage structure, API, access language, and storage technology." == Advantages == Added flexibility and agility for existing computing infrastructure. Enhanced database performance. Pooling and sharing computing resources, either splitting them (multi-tenancy) or combining them (clustering). Simplification of administration and management. Increased fault tolerance.
Groundswell (book)
Groundswell is a book by Forrester Research executives Charlene Li and Josh Bernoff that focuses on how companies can take advantage of emerging social technologies. It was published in 2008 by Harvard Business Press. A revised edition was published in 2011. The book attempts to explain a shift in the relationship between customers and companies, in which companies are no longer able to control customers' attitudes through market research, customer service, and advertising. Instead, customers are controlling the conversation by using new media to communicate about products and companies. == Synopsis == The groundswell is characterized by several tactics that guide companies into using social technologies strategically and effectively. Listening: Businesses should listen to their customers to understand what the market is looking for in their products. In order to do this, a company needs to find out if their customers are using social technologies and how they are using them. Talking: Instead of advertising to customers, marketing departments should find creative ways to connect with users about their experience with a product and their feelings about the brand. One common method is participation in social networks. Energizing: Enthusiastic customers are part of the groundswell, and companies can recognize and appreciate these customers by creating online communities and social platforms where they can connect with the brand and provide reviews. Supporting: Businesses can harness the support of their own employees by creating internal social applications for them to connect with the brand, also known as enterprise social software. == Groundswell in action == === Examples === Some companies distinguish their product through the use of social technologies. Tom Dickson successfully marketed his Blendtec line of blenders through the viral marketing campaign Will It Blend? The groundswell spread marketing messages through Digg and YouTube with a small budget and little marketing experience. Other companies have been able to listen to and talk with the groundswell by building their own online communities. Procter & Gamble created beinggirl.com Archived 2016-04-10 at the Wayback Machine to introduce girls to P&G feminine care products. The community approach worked because the company could reach girls with information that might seem embarrassing or sensitive in a traditional marketing campaign. === Risks === Features of particular industries or companies can make direct customer engagement more difficult. For instance, some companies must work within industry regulations, national or multinational corporations must balance corporate and local engagement, and other companies must find ways to engage with customers on time-sensitive issues. == Reception == Kevin Allison of the Financial Times praised the book for its focus on Web analytics: "[Groundswell] is not so much a manifesto or a dissection of online culture as it is a how-to manual for executives and mid-level managers trying to navigate this fast-changing and often confusing environment." The book won the American Marketing Association Foundation’s Berry-AMA Book Prize for best marketing book of 2009. It was also listed by: Amazon, as one of the Top 10 Business & Investing Books of 2008 CIO Insight, as one of the Top 10 Business-Tech Books of 2008 and one of 10 Insightful Web 2.0 Books Fortune as Magazine as one of the 3 best Web books of 2008 Advertising Age as number 3 of 10 Books You Should Have Read BusinessWeek as one of the Best Innovation & Design Books of 2008 "strategy+business" as one of the Best Business Books 2008 and “Top Shelf” in Marketing