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The voice of the customer is getting louder. Smart businesses are no longer
talking at their customers, they are engaging them in conversations.
Imagine having your own private online community of people whose opinions
you care about, who are ready to share their thoughts and ideas about what's
important to them. Online research communities achieve a level of customer
engagement that can not be matched by traditional research methods because
we've found that people are willing to tell us much more than what we ask of
them. And the more we understand customers, the easier it is for businesses
to meet their needs.
How do online research communities work?
- We invite the right people to join the community and get the conversation started.
- They discuss, debate, share, ask, express.
- We listen, search for meaning & create context rich insights.
- You know more about your customers.
More on how we create & manage the communities.
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What can market research online communities be used for?
Our clients have used online research communities to:
- Develop new products and services
- Understand brand positioning and image
- Identify customer attitudes, needs and behaviours
- Test concepts, packaging, advertising, etc
- Create enhanced customer experiences
- Explore opinions on social issues
- Provide feedback on business and marketing strategies
- Identify trends and generate ideas
We can create communities of consumers, employees, stakeholders, peer groups, potential customers, and more.
Essentially, you tell us who is important to you, and we'll bring them together to talk.
The benefits of using online research communities
Where do we start... qualitative research used to be about talking to people in small groups, at a point in time, about a limited range of topics. Online research communities immediately overcome these issues - we've got more people engaged in ongoing discussions on a broader range of topics.
What else?
- 24/7 - people can participate whenever it suits them
- Content rich - they tell us more than we ask
- High level of engagement - community members feel valued
- Flexibility - spontaneous & planned discussions
- On-going and iterative in nature
- Motivated members - contributing & connecting
- Branded platforms - reinforces idea that company is listening
And online research communities deliver:
- Better value because we talk to more people about more
- topics
- Faster results due to continuous reporting
Additionally, online research communities overcome some of the logistical issues in conducting focus groups, like geographic limitations, group size, venue requirements, etc.
The result is context rich insights
Insights that are delivered in context mean that we understand more about people's responses to our questions, because we know where they are coming from.
They don't just tell us the answer, they tell us why, how, when, what for. And it's not all initiated by us - community members start their own conversations about what's important to them. It's the personal context that gives true meaning to the insight.
Online research communities can delve deeper than traditional research because members have the luxury of time in contributing to the conversation. No one gets cut off or redirected or told that it's time to wind up. And we're rewarded with depth and colour that isn't typically revealed in research discussions.
If your market research company is not providing you with context rich insights, it's time to start thinking about what you're really getting out of your research spend.
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"Market research online communities (MROCs) will shock the qualitative
market research world. They provide cheaper, faster, and newer types of
insights that today's traditional qualitative research modes, such as focus
groups, don't currently provide."
Brad Bortner
"Will Web2.0 transform
market research?"
April 2008
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Online Research Communities can be used across all industries:
- FMCG
- Financial Services
- Communications &
- Technology
- Retail
- Education
- Health
- Travel & Tourism
- Government
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