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Mar
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Written by:
Jim.Longo
3/31/2011 12:56 PM
 I often get calls from clients asking for an Insight Community and while I am happy to talk to them about our offering, I then discover they really don’t need one.
Communities are best suited when you have multiple objectives for the research over a long period of time with 300 plus members. They certainly have their place as a research offering; there is no doubt about that.
Many times in the initial discussion, I determine that the client has a single objective for the research and wants to only engage members for a short period of time(weeks or months), and they don’t need large numbers of people to determine the directional patterns they are looking to form. For these types of projects, I recommend a long-range Bulletin Board. Today’s Bulletin Board Focus Group offering has the ability to set up a private online location where invited members can log in at their convenience (asynchronous), set up a profile page, upload media, fill out a diary, answer opinion polls, respond to or post discussion threads and participate in breakout focus groups, based on their segments or comments, all with a community feel. A long range Bulletin Board can last from 3 weeks to 8 months depending on what is being observed, tested or discussed. Usually the first week, people are asked to log in each day. Afterwards people may be asked to come in 1 to 5 times per week depending on the objectives, when new concepts are ready, and tasks, questions, or events take place. Attrition is not an issue if you set the expectations in the recruiting portion of the project and you have a moderator with good engagement skills. In the end, what you get are the answers your client was looking for without the costs associated with a full-scale community.
We now have many tools in our proverbial tool box. Make sure you choose the right one!
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