5 reasons not to launch your own research community
Monday, November 9th, 2009 by Andrew.Needham
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I am a huge advocate of community research and have posted previously how it can deliver richer insight and better innovation but before you decide to launch your own community take a look at these 5 reasons not to:
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- You get part time results for part time effort – if you only have the chance to log on once a week and skim read rather than engage, interpret and contribute.
- You want to stick to the discussion guide – if you like to stick to the script set at the beginning of a project and feel uncomfortable about the possibility of having to rip this up when you start interacting with your community
- You publish only perfect posts – if you like to craft every word or work in a sign off culture your will miss the vital spontaneity that community research thrives on
- You just want to see the results – if you are simply not interested or able to participate in the iterative community research process and just want to see the final debrief
- You have never heard of being always on – consumers expect brands to be available 24/7. If you cannot live up to this expectation with your own community you could do more damage than good.
Tags: research community
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November 9th, 2009 at 4:05 PM
You are so right, Andrew!
We even developed a short intake survey for our clients in order to make sure that a ‘Community’ is really what they are looking for…
November 9th, 2009 at 11:40 PM
Very true. I think a lot of companies / marketers don’t understand that maintaining a community or any other form of ongoing dialogue with its customer base is not a one time effort … it’s a continuous presence that requires lots of internal resources, back up from senior management and incorporation in the DNA of the company. Otherwise, it just won’t work…