10 points to consider – point 10
This is the tenth entry in our series: 10 points to consider when setting up Insight, Innovation & Strategy Communities.
If you have a single tactical and discrete insight or innovation need, then a community can be expensive.
However, if your requirement is more significant, or if you have a number of questions which could be knitted together, then a community can become very cost-effective. Many of our clients have achieved dramatic reductions in their insight budgets by shifting much of their insight work onto the community.
We don’t believe the main reason for getting a community is cost-cutting but this argument is often pivotal in building a strong business case. Look at all your research and innovation needs for the upcoming 12 months that could be done on a community, then compare the costs to using traditional methods. We have a tool for doing this comparison, so please don’t hesitate to ask if you’d like to use it.
This entry was posted on Saturday, 21 Jul 2012 at 3:00 pm and is filed under Branding, Co-creation, Community, Innovation, Insight, Online Communities.
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May 13th, 2013 at 5:46 pm
Hi there, I’m a final year marketing student currently writing my thesis on co-creation online and I was wondering how do you create these communities? Where do you find the correct consumers? How many would you work with and over what period of time and what are the general methods?… This is an area I have a huge interest in and your site has grabbed my attention. Any answers and information my questions would be wonderful for my research. Thanks Kate