It’s all about timing


The holy grail of marketing is delivering the right message, to the right people at the right time. Without relevance marketing initiatives go to waste.

Market research, at its best, talks with consumers about things that are going on in their lives at that point in time. This is advantageous for two reasons. Firstly, for example, exploring consumer confidence the week an interest rate cut is announced leads to more accurate feedback, rather than rely solely on participant recall. Secondly, talking about topical issues or events actually increases engagement level with the research.

Insights communities are ideal for keeping research relevant to participants. The longitudinal nature of communities means that foreseeable events (e.g. Christmas) can be planned for. Furthermore, the flexible nature of communities allows researchers to respond to unexpected, topical issues that arise (think the announcement of the carbon tax).

When planning an online community, think about the timing of your topics, and how to maximise their relevance.

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One Response to “It’s all about timing”

  1. Tomiko Gentz says:

    Thanks for your concepts. One thing we have noticed is banks plus financial institutions really know the spending habits of consumers while also understand that the majority of people max out there their own credit cards around the getaways. They sensibly take advantage of this fact and begin flooding your inbox and also snail-mail box along with hundreds of no-interest APR card offers shortly after the holiday season finishes. Knowing that in case you are like 98% of all American open public, you’ll jump at the possible opportunity to consolidate consumer credit card debt and switch balances to 0 APR credit cards.

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