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Dec

2010

The 8 Myths about Successful Research Communities

"At the New MR Virtual Festival, Diane Hessan of Communispace said one of the most frequently asked questions she gets is, “What are the critical successful factors for a community?” Having built over 400 of them, Diane says, “We have probably made more community mistakes than anyone in the world!” Based on those experiences, and on extensive research on research that Communispace has done, Diane has identified 8 myths about successful research communities"

blog.vovici.com/...uccessful-Research-Communities

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communities panels technology ROI decisionmaking decision myth rewards participation

Myth: Communities can be valuable for almost any decision. There is a myth that you can just ask members about anything, figure out what they are saying, and move forward
Technology is important: you have to have a rich feature set; you need an ability to run with subsets; to profile community members, but engagement is the most important thing.
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- You can study brand advocates, of course, but communities have many other uses. You can have a vibrant community on low involvement products – say, toothpaste – where members have an engagement with one another. Communities are very vertical.
- Communispace has tested this extensively, and has found that participation doesn’t go up when you pay more. T
- Myth: ROI is hard to get. It is not impossible to measure the ROI from communities. Research communities are “better, faster, cheaper” and they have many potential returns: reduce costs, build customer loyalty, kill bad ideas fast, conduct more effective marketing, get to market faster, develop more creative solutions, decrease risk, try new products, bring in fresh perspectives.