Case | HBS Case Collection | January 2011


by Thomas R. Eisenmann, Alison Berkley Wagonfeld and Lauren Barley


Aardvark is an online social search service that allows users to pose questions and receive answers from other users in their extended social network. The case explores the process that Aardvark's founders used to design and develop their product based on intensive customer feedback.

Keywords: Business Startups; Customer Focus and Relationships; Customer Satisfaction; Entrepreneurship; Product Design; Product Development; Social and Collaborative Networks; Internet;


Eisenmann, Thomas R., Alison Berkley Wagonfeld, and Lauren Barley. "Aardvark." Harvard Business School Case 811-064, January 2011. (request a courtesy copy.)