Private Online Communities

1. Private Online Communities Best practices in running insight, innovation and advocacy communities Charlie Osmond

3. A new frontier for qualitative research?

4. The consumer is not an island Quantitative interviewing Focus groups

5. They’re already talking about you

6. Online Communities

7. For every taste

8. 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

9. Brand Society Consumer …research needs private online communities • Invitation-only, branded online communities to engage customers • Professionally facilitated • High level of participation in three-way conversations

10. But why do customers get involved…? • Customers are vying for your attention • They want better products and services too • The ‘Insider Complex’

11. WE are smarter than ME

12. Thank You