Quirks: Strategies to Maximize your Online Community

Posted on January, 24 2011

How online communities can tap a company’s greatest unused resource: the consumer.

The explosion in social media has forced marketing and research professionals to figure out how to exploit the power of social media for insight advantage. How can we engage the stakeholder in meaningful, contextual dialogue? Blogs, reviews and wikis provide opinion, but we know little to nothing about the people creating such content. As a response to these challenges, many companies are turning to online research communities for a decision-making advan- tage – harnessing the power of communities but applying them to the research process.