Bespoke online communities of participants built around a similar interest or topic.
Can be designed for pure research or to incorporate advocacy marketing.
Advantages
- More engaged and emotionally invested brand relationships are built – over time, value of community increases as they feel valued by your brand.
- Participants have conversations on their own, with whoever they like – as in real life communities.
- Stimulates word of mouth → creates brand advocates as an additional medium to your usual touchpoints.
- Can combine research AND marketing into one effort.
Applications
- Discover white spaces, consumer language/terminology, naturally occurring interactions → innovation, media campaigns, CSR.
- Learn, observe, build and share sharper marketing expressions and efforts.
- Monitor results and effects among the community post marketing activity.
Process
- On-going communities to explore longitudinal issues, 3-6 months.
- Short term, deep dive communities, a few weeks.
- 30-150+ participants depending on business objectives.
- Can segment the community into special interests for greater productivity.
- Highly interactive designs and activities engage respondents with content rather than process, very visual.
Output
Interim reports generated for longitudinal studies; clients can log in at any time to see live, current activity; final report ~50+ slide PPT.