While looking for applications of web 2.0 in business research, we came across some very exciting stuff. But before we start discussing them, let us list down the purposes for which this research is conducted. These are concept testing, market estimation, users insight, gauge user acceptance, feedback and recently to create and market new products. Yes! Create and market!!
The prowess of web 2.0 has brought consumers so closer to producers that they are not only creating products with them but also designing marketing strategies for them.
For the user’s feedback and perception assessment, the following discussion forums and blogs could be the best way. There is a tool by name bolgpulse.com, which could be of use for this purpose. It is a search engine which would give updates of a new blog or an updated blog, pertaining to one’s interest. Online surveys can also be used for this purpose. But for the online surveys, holding user interest is biggest challenge. Some of the ways it can be dealt with is by putting less number of questions asking more objective type questions, steering respondents imagination by phrasing questions like how he would have wanted climax of the movie ,rather than whether he liked movie or not, or about soothing background music and catchy background image.
For concept testing, a dedicated online community can be used. Once it is sure that the community consists of target audience and has the required sample size, a moderated discussion can be initiated to understand a user’s perception. Also online quizzes and online games can be used to aid respondents to better articulate their feelings. The success of this method largely lies in the ability of a researcher to moderate these discussions. A market research site invoke.com has shown a video on how their tools help in moderating online discussion among users and researchers for generation of better consumer insights. The same techniques can be used for developing marketing strategies. One of the many success stories of invoke.com involves a snack manufacturer using the facilities of the site to develop packaging of the new product.
Apart from discussions, many online applications can be used to draw consumer insights like face trace, online mind reading and ethnography. Best market research site of 2010 brain juicer.com (claim is made on the site itself) specializes in this.
The techniques mentioned above give researchers access to wider audiences in less time and cost along with flexibility to change the content at runtime based on the responses of the target group. It also brings more transparency into the research, as corporate who have sponsored the research will be able to monitor it on runtime.
The future of market research firms lies in embracing above techniques, which involve using online tools, developing skills of employees, and nurturing a diverse and dedicated community.
The prowess of web 2.0 has brought consumers so closer to producers that they are not only creating products with them but also designing marketing strategies for them.
For the user’s feedback and perception assessment, the following discussion forums and blogs could be the best way. There is a tool by name bolgpulse.com, which could be of use for this purpose. It is a search engine which would give updates of a new blog or an updated blog, pertaining to one’s interest. Online surveys can also be used for this purpose. But for the online surveys, holding user interest is biggest challenge. Some of the ways it can be dealt with is by putting less number of questions asking more objective type questions, steering respondents imagination by phrasing questions like how he would have wanted climax of the movie ,rather than whether he liked movie or not, or about soothing background music and catchy background image.
For concept testing, a dedicated online community can be used. Once it is sure that the community consists of target audience and has the required sample size, a moderated discussion can be initiated to understand a user’s perception. Also online quizzes and online games can be used to aid respondents to better articulate their feelings. The success of this method largely lies in the ability of a researcher to moderate these discussions. A market research site invoke.com has shown a video on how their tools help in moderating online discussion among users and researchers for generation of better consumer insights. The same techniques can be used for developing marketing strategies. One of the many success stories of invoke.com involves a snack manufacturer using the facilities of the site to develop packaging of the new product.
Apart from discussions, many online applications can be used to draw consumer insights like face trace, online mind reading and ethnography. Best market research site of 2010 brain juicer.com (claim is made on the site itself) specializes in this.
The techniques mentioned above give researchers access to wider audiences in less time and cost along with flexibility to change the content at runtime based on the responses of the target group. It also brings more transparency into the research, as corporate who have sponsored the research will be able to monitor it on runtime.
The future of market research firms lies in embracing above techniques, which involve using online tools, developing skills of employees, and nurturing a diverse and dedicated community.
1 comment:
Interesting and informative post !! Thanks for the info !!
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