What is an online market research agile community discussion board and how can I benefit?

If you ever wanted to engage a segment of a target market or customer database, in real-time, then you know how difficult it can be to do this quickly, cheaply and effectively. Stay informedsubscribe First Name Please add your first name Email Address Please add your email address Submit There are times when you need to go beyond surveys and find out why people think and behave a certain way. You may be time poor and your budget simply does not stretch to setting up and managing a long term private community. You may have a great Facebook page following, but you need to invite followers into a popup private community environment where you can talk about “top secret” ideas, products and services. Perhaps you need to identify what you are doing wrong or what needs to be done better. A quickly deployed – popup – Online market research community discussion is a perfect and agile market research method that delivers actionable insights cheaper, faster and easier! A market research popup community discussion board is the next generation of the old style forums! and includes many of the new features offered by online communities. They enable you to quickly post discussion topics either manually or automatically at a scheduled date and time. The participant logs-in to the discussion board website using a unique username and password. The participant may then post a comment about the current discussion topic, either by  computer or mobile device. You can reply to a comment and participants can respond to each other, rate topics, participate in private or open discussions, and complete polls and...

How co-creation with your customers can improve product and services marketing

The internet has become a powerful platform for leveraging the creativity of consumers. Community tools like Reddit post innovative product “hacks” that add usefulness or value to items they have purchased. Comment threads and product reviews give valuable insights into how the market perceives products, services and the companies that provide them. Now, crowdfunding sites can let excited consumers get in on the ground floor of product development, becoming investors and sometimes even contributing to the development cycle. This same potential for creativity and collaboration can be channeled by brands with incredible results. By moving discussions off of random, public forums, participants and moderators together can focus on generating specific, actionable insights. These contributions drive the value and enjoyment of the eventual product or service and, as a bonus side, the contributor feels a tenacious affinity towards the product they helped create. In this way, co-creation becomes not just a way to anticipate market demands, but also a way to generate brand advocacy. Examples of How Co-Creation Has Catapulted Businesses’ Success More brands are currently using co-creation than most people realise. Rather than being some sort of niche market sector, the concepts used in co-creation are the very foundations of many business models. A broad example would be the world’s top furniture seller, IKEA. They are able to market their products with deep discounts because the end-consumer has an intrinsic role in the way the goods are made available for use. While the customer has no hand in designing the product, they pick up the unassembled furniture and transport it themselves to later assemble it in their own homes....

Harvesting insights from your social media using complementary community discussion boards

It makes perfect sense for an organisation to build a social media following as a way of reaching out to current and potential customers. And there is no doubt that fans of a particular product or service will like an organisation’s Facebook page because it is a convenient and accepted way of engaging with an organisation’s brand. If you have a large social media following, you have probably invested a considerable amount of time, money and effort. But are you harvesting the full potential of your social media investment? Realising the full potential of your social media investment means going beyond just using Facebook as a communication channel. It is about using your social community to test and validate ideas, measure customer sentiment, brand opinion and pre-testing products, services and advertising campaigns. But, before you go ahead and jump in head first, and start posting images of your new top secret innovation, keep in mind that you are about to share those secrets with the world! How do use a Facebook community as a marketing insights tool, and how do you do it safely, securely and as an affordable alternative to building your own online private community? A market research online community (MROC), also known as a private online community, is like a private and secure Facebook page. A privately managed community of consumers that an organisation can invest in to engage with and ask questions. The disadvantage of private online communities is that they require a large investment to build, manage and maintain. In some instances costing hundreds of thousands of dollars year on year to properly resource...

How to stop your new product or service failing

Launching a new product or service without testing the ‘idea’ first is like playing Russian roulette with your marketing budget! When developing a new idea for a product or service your first instinct might be to jump right in and build a prototype or create a working service model. Even the most seasoned professional just seems to be consumed with getting it into the marketplace as quickly as possible. But let’s face it, an idea is just a fantasy until it has been properly validated! According to research conducted by Sea-gate International (2010)1, “organisations that are better able to identify and eliminate weak product concepts before the end of the product development process have a greater likelihood of having a higher percentage of successful new products.” In fact, as much as 95% of products fail in the market place because companies don’t think about the way consumers use products and services.2 To stand a chance of being successful in today’s marketplace you need to collaborate with a sample of your target audience (consumer target market).  Using innovative online consumer feedback and co- creation you have a greater chance of determining if a product or services solves a genuine problem and fulfills a real consumer need. When things can go wrong! You could pull together a group of consumers by commissioning a traditional face-to-face focus group. You might ask a group of prospective customers to touch, smell and talk about a prototype. They may tell you they would buy this new product or use this innovative service. But when it comes to the launch, after a few encouraging sales, it...

How to reward online research participation

The most common question we get asked is how do you incentivise (reward) consumers, or participants, who have agreed to take part in an online research project. What do we pay them to maximise the contribution and ensure ongoing engagement? First of all let me say there isn’t any easy one-size-fits-all solution, or secret formula, to ensure people log-in regularly to an over-time discussion board, or turn up to a live online focus group. Even though incentive payments are important, as equally important is the regularity of contact you have with participants before and during your online research project. Typically, online focus groups, or online interviews, run between 60 and 90 minutes. When considering the incentive the first rule of thumb is to think about how you would incentives these people if they were participating in an old style face to face (physical) focus group. The message here is don’t assume because people are sitting in front of the computer at home, or in the office, you can reward them as little as possible. You need to incentivise individuals based on time, complexity and targeting of your project. But, I do acknowledge that participants’ save time and money not having to organise travel to a physical location. So let’s look at it this way, if you were to incentivise individuals $90 to be at a physical location for an hour, then you might decide to incentives 20% to 30% less. However, in the case of a group of professionals a reduced rate may not be appropriate. Online discussion boards, or mini communities, are a little bit different as they...

Agile online market research revitalises a brand

Background: The client has been successfully operating in the home loan broking industry for over 2 decades. Due to shifts in the industry, they were looking to increase their market-share in more profitable markets, however, there were concerns that opportunities were being held back due to the current perceived market positioning of the brand. Objective The principal objective of this research was to identify the true perceptions of the brand within the market, establish the current positioning in relation to competitors and provide recommendations on brand ‘renewal’. It had to be done quickly and on a tight budget. Not all participants would be available to travel, so online discussions and focus groups where a perfect match. Target groups Clients: past, present and potential clients who have or are looking to refinance, upgrade their home, or buy an investment property. Partner channels: industry partners such as Solicitors, Accountants, and Real Estate Agents who may refer customers. Home loan team: current staff who nurture and manage the customer and channel touch points. Methodology Clients Target Audience: Past, present and potential clients who are looking to refinance, upgrade their home, or buy an investment property within the next 12 months. Method: 5 day online discussion board. Participants: 15 Objective: To gain feedback on the service offering of the home loan service provider. Including opinions on current branding and marketing, and market position. Partners Target Audience: Industry partners, such as Solicitors, Accountants, and Real Estate Agents. Method: 5 day online discussion board. Participants: 11 Objective: To gain feedback on the service offering of the home loan service provider. Including opinions on current branding...