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BENEFITS


Unlike traditional surveys or focus groups where research is conducted point-in-time, these consumers are instead brought together for an extended period of time (usually 6-12 months). This eliminates the cost and time required to recruit a new set of participants each time a company wants to conduct its next research event. Consumers also let their guard down over time and interact in a more natural environment.

Corporate-sponsored communities allow companies to obtain longitudinal results. Since the consumers are recruited for a specific amount of time, a company can continue to conduct research on topics throughout the duration of the community.


Important benefits for companies that are involved with creating web communities


#Web communities break down traditional barriers where research comes between a company and its consumers.
#Web communities are apt to uncover unexpected “exciters” and “eureka moments” resulting in customer-derived innovations.
#Web communities create a forum for consumers to engage in a more natural dialogue with a company and with each other.
#Web communities create brand advocates who are emotionally invested in a company’s success.
#Web communities give a company the ability to rapidly initiate surveys and discussions immediately, providing quick turnaround and more immediate results.
#Web communities are more cost efficient on per research event basis, when compared to several independent research events.


CREATION PHASES


Essentially, there are three phases to every web community:
  • “Ramp Up” - a group of carefully selected consumers is recruited against specific criteria (ex. vehicle ownership, shopping preferences, attitudes towards a product, a service or a trend, etc.). These consumers are then brought together through a custom-designed website to interact with one another and discuss topics of common interest.

  • “Fieldwork” - a moderator, typically from the research supplier, initiates topics or discussions on behalf of the community sponsor, but consumers are encouraged to initiate their own discussions. The interaction amongst the members allows companies to have “an ear to the floor” and can be invaluable in uncovering “hot button” issues and unmet needs. Most often a monthly cash incentive is given to respondents in return for their continued participation.

  • “Sunset” – at the end of “run” period (6-12 months) the recruited consumers, though often disappointed to separate from the project, are eased out of the web community experience.



REFERENCES

#Digital Web Magazine, "Building an Online Community: Just Add Water"
#Business Week Online, “Friendly Spies on the Net”
#Advertising Age, “Welcome to the Anti-Social Club”
#O’Reilly Network, “Building Online Communities”
#Marketing News, “Constant Contact Yields Sweet Smell of Success”