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Market research supplement
13
Community service
Online communities are established as B2C research, but B2B marketers have been slower to
catch on. But according to Nia Emlyn-Jones of FreshMinds their potential is huge
W
hat exactly is an online and relevant professionals gives you a insight process. No longer are they the
research community? Most constant source of insight, allowing access intermediary between client and customer;
quantitative research to immediate feedback throughout the now they are facilitators of direct
techniques – such as panels cycle of product or service development. engagement between user and brand.
– let you ask questions but Brands and their customers can work A significant advantage of your own
the process is one-way. The respondent can together to refine, unpick and evaluate customer community is the ability for real-
only answer questions; they can’t interact propositions qualitatively on a scale time research; testing new ideas and
or share ideas with other respondents. The hitherto impossible. Ideas can be explored concepts in a secure environment with a
client or research agency has to think of as well as polled and customer satisfaction select group of customers.
the questions and then listen to the answers levels and loyalty to products or services Security and trust go hand in hand, and
which can be returned some time after the use can be understood and measured. transparency is vital. It must be clear why all
research was commissioned. There is very One significant advantage of the customers, moderators and clients
little engagement with the brand. community approach is the availability of participating in the group are present.
Online communities bridge a gap participants. One of the challenges of B2B Develop this by sharing feedback and
between research and idea generation, research has always been finding the right outcomes.
allowing your customers to become an people. This is much less of a problem
extension of your internal team. when building communities. Participants Insight by observation
Discussions are moderated by the join for a number of reasons, with financial Businesses often want to understand
research company but the community as a incentive a long way down the list. decision-making processes. Typically, this
whole is perpetuated by customer-to- B2B community members cite self- would be researched using telephone
customer conversation and idea sharing. esteem, peer acknowledgement, practical interviews or group discussions – however
This creates a rich source of unprompted information and guidance as their key a community can offer a new perspective:
feedback, inspiration and ideas. As the drivers for participation. In other words insight by observation.
brand owns the community, members can you will need to attract and engage like- Whether lead by a moderator or born
be polled at any time, as well as invited minded professionals to maintain the from open discussion, we’ve found that we
into sub-groups or depth interviews to motivation and quality of contribution of can observe the decision-making process
explore specific issues. To all intents and other members. that the end-user employs, giving rich
purposes to the members, the research insight into a difficult questions.
agency disappears; they are engaging Whose line is it anyway? Online communities have a great deal to
directly with your brand. When utilising the community approach to offer the B2B marketer, providing a
research, B2B marketers and researchers platform for creative, collaborative
Flexibility is key should be aware that a bit of freedom, in research that builds a closer client-
The beauty of this approach for B2B terms of discussion topics, goes a long way. customer relationship as well the chance to
research is its flexibility – respondents can When devising topics, questions and generate ideas for your business.
fit participation into to their busy themes, be aware that members will not – Observing how customers understand,
schedules, and researchers have the time and should not – follow the script. Real debate and describe these ideas provides
and freedom to explore complex or engagement with the subject matter will valuable insight into how your market will
technical issues with sub-groups, without not happen if participants feel as if they are react. There are professionals in many
interrupting the wider group. answering a questionnaire. businesses who are willing to become
It is not just researchers that are excited The greatest value comes from involved and share their experiences – and
by the possibilities of online communities; customers talking to each other, relating ultimately these people will not only
advertisers and marketers can see the how the subject matters to them, and generate great insights for your business,
potential too. Brands that listen to their asking fresh questions in unprompted but have the potential to become advocates
customers stand out from the competition. language. The challenge for research for your brand.
By completing the feedback loop and agencies is to rethink their place in the nia.emlynjones@freshminds.co.uk
encouraging customer-led change, brands
can create powerful advocates.
In the B2B marketplace, where
“Building a community of engaged, willing
differentiation can be difficult to achieve
and competition fierce, a community of
and relevant professionals gives you an
brand advocates spreading the word about
always-on source of insight, allowing access
your company could become a huge
competitive advantage.
to immediate feedback throughout the
cycle of product or service development”
Immediate access
Building a community of engaged, willing Nia Emlyn-Jones, head of research methodology, Freshminds
B2BM SEPTEMBER 08 – www.b2bm.biz
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