INTERNET: It Takes a Community to Raise a Brand.

Is your company and/or brand prime and ripe for the benefits a web community can bring?

For those who aren't aware, a web community is a carefully selected group of consumers who agree to participate in ongoing online dialogue with a corporation. All interaction takes place on a custom-designed website. During the life of the community — which can last from six months to a year — members respond to questions posed by the company on a regular basis. These "discussions" (which can take place as qualitative dialogues or even quantitative surveys) are augmented by the ability of the members to talk about any other subject of interest to them. The benefits of web communities to its sponsors are:

1. They engage customers in a space where they're comfortable, allowing them interaction with the company on a deeper level.

2. They uncover "exciters" and "eureka moments," resulting in customer-derived innovations.

3. They establish brand advocates who are emotionally invested in the company.

4. They offer real-time results, enabling customers to explore ideas that normal time constraints would prohibit.

5. They create a forum where natural dialogue allows customers to initiate topics important to them.

Web communities can provide an outstanding alternative to traditional market research that can consumer time and money an organization may not have to devote to a product, service or area. Additionally, web communities can represent a constant "stream of consciousness" from the consumer, illuminating ways the company can make improvements, enhance offerings or even introduce new products or services.

For a complete read of this fascinating article and how it might apply to your organization, contact us here at NOISE or go to Quirk's Marketing Research Review.

Source: Quirk's Marketing Research Review, NOISE