Private Online Communities
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© IDM Academy 2008 Private Online Communities Best practices in running insight, innovation and advocacy communities Charlie Osmond
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Private Online Communities. Best practices in running insight, innovation and advocacy communities Charlie Osmond. A new frontier for qualitative research?. The consumer is not an island. Quantitative interviewing. Focus groups. They’re already talking about you. Online Communities. - PowerPoint PPT Presentation
Transcript of Private Online Communities
© IDM Academy 2008
Private Online Communities
Best practices in running insight, innovation and advocacy communities
Charlie Osmond
© IDM Academy 2008
© IDM Academy 2008
A new frontier for qualitative research?
© IDM Academy 2008
The consumer is not an island
Quantitative interviewing Focus groups
© IDM Academy 2008
They’re already talking about you
© IDM Academy 2008
Online Communities
© IDM Academy 2008
For every taste
© IDM Academy 2008
Public networks are good, but…
Opportunities Limitations
Watch what consumers are talking about Can be difficult to enter a dialogue
See what issues are important Hard to guide conversations
Uncover views on recently launched products Can’t test new ideas pre-launch
What active users think Contributors may not reflect target group
Find out what people say about our brand Our competitors can see the same thing too!
Access a broad audience Tough to measure or quantify insights
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…research needs private online communities
• Invitation-only, branded online communities to engage customers
• Professionally facilitated
• High level of participation in three-way conversations
Brand
Consumer
Society
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But why do customers get involved…?
• Customers are vying for your attention
• They want better products and services too
• The ‘Insider Complex’
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WE are smarter than ME
© IDM Academy 2008
Thank You
