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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

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Page 1: Private Online Communities

© IDM Academy 2008

Private Online Communities

Best practices in running insight, innovation and advocacy communities

Charlie Osmond

Page 2: Private Online Communities

© IDM Academy 2008

Page 3: Private Online Communities

© IDM Academy 2008

A new frontier for qualitative research?

Page 4: Private Online Communities

© IDM Academy 2008

The consumer is not an island

Quantitative interviewing Focus groups

Page 5: Private Online Communities

© IDM Academy 2008

They’re already talking about you

Page 6: Private Online Communities

© IDM Academy 2008

Online Communities

Page 7: Private Online Communities

© IDM Academy 2008

For every taste

Page 8: Private Online Communities

© 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

Page 9: Private Online Communities

© IDM Academy 2008

…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

Page 10: Private Online Communities

© IDM Academy 2008

But why do customers get involved…?

• Customers are vying for your attention

• They want better products and services too

• The ‘Insider Complex’

Page 11: Private Online Communities

© IDM Academy 2008

WE are smarter than ME

Page 12: Private Online Communities

© IDM Academy 2008

Thank You