Communispace Essay Example

consumer opinions to gain insights into the reason behind declining sales. Whether the results from the targeted community are positive or negative, Communispace provides a direction for action, including the possibility of pulling the product. In either case, it offers valuable knowledge that can save costs or generate additional revenue.

What are the pros and cons of using Communispace as a market research tool compared to other methods? One advantage is the limited level of interaction provided to customers. With a large number of community members, a customer can quickly log in, track results, and start a project. According to the case, this boosts employee motivation and prevents work monotony. Additionally, unlike surveys and focus groups, the participation doesn't stop once the consumer joins the community.

Communispace's services have a notable advantage in their duration, which is beneficial as consumer opinions change frequently. The company allows customers to track seasonality throughout the year. However, a drawback of their offerings is the absence of word-of-mouth marketing. Given Communispace's success and intelligence, I believe they should have included word-of-mouth offerings in their initial service package.

Online communities, a type of word-of-mouth advertising, offer a better and more transparent method for exchanging information. This can encourage consumers to talk about the product more frequently, resulting in higher sales. Personally, I believe that Communispace stands out due to their ability to listen. By consistently interacting with individuals who have similar interests, consumers can form connections and engage with others.

The product that initially brought consumers together creates a sense of community and strong connections, which enhances goodwill towards the company. Hessan states that their communities

differ from others because they are driven by purpose rather than individual profiles. Members are present to support the sponsoring brand and each other, with this shared objective remaining the central focus. Participating in these communities fulfills a longing for belonging that many people have.

Communispace provides value by offering consumers the flexibility to engage with their platform at their own convenience, unlike traditional market research methods that require fixed periods of time for interactions. This business model emphasizes the psychographics of consumers, instead of solely focusing on demographics, setting it apart from traditional market research companies. What are your thoughts on Communispace's unique approach?

Traditional market research remains valuable but lacks the direct connection to the target consumer. It takes an external perspective, while Communispace has a more involved approach, rendering it more personal and relatable. It not only grants consumers a voice but also ensures their opinions are acknowledged and translated into tangible outcomes. This could range from an advertisement to a new product, allowing consumers to feel a sense of achievement for their contribution.