Marketing Professionals
Delivering Insight Through Community Panels
- RECORDED ON:
Thursday, May 1, 2008 - PRESENTERS:
Dean Wiltse, Chairman and CEO of Vovici
Marla Chupack, Moderator, American Marketing Association
Online communities offer a huge potential for building Web-based respondent panels that can be an invaluable source of feedback to customers, employees, partners and other stakeholders. Such panels can provide a source for deliberate, consistent and regular feedback that can have a dramatic effect on shaping policy and influencing critical business decisions. Best of all, these respondents are literally a click away, making the feedback immediate and extremely cost effective. The community also benefits from a shared sense of presence and influence that is critical to the health and vibrancy of any community.
This presentation will address these benefits as well as the process of recruiting, incenting, managing and interacting with these Web-based respondent panels. The presentation will explain how online communities have re-invented the role of survey research from stand-alone studies to actionable and continuous enterprise-wide feedback and the strategies needed to analyze this feedback data and turn it into actionable information that can become a reusable asset to be leveraged across the organization.
This presentation will address these benefits as well as the process of recruiting, incenting, managing and interacting with these Web-based respondent panels. The presentation will explain how online communities have re-invented the role of survey research from stand-alone studies to actionable and continuous enterprise-wide feedback and the strategies needed to analyze this feedback data and turn it into actionable information that can become a reusable asset to be leveraged across the organization.
