Communispace - 794 Words

Communispace offers a unique process for administering market research. It offers a view into the minds of the customers of a brand by building brand-focused online communities in order to enable members to communicate with each other and generate focus groups to discuss the product. A community is built as a long-term project; it continues to produce valuable information for companies over the course of its existence. The business model utilized by Communispace helps to provide facilitation and management powered by technology and innovation. Communispace differentiates itself by focusing on the strategy of building online communities that act as an invaluable resource for testing ideas, generating feedback and exploring customers†¦show more content†¦As Julie Wittes Schlack, Senior Vice President of Innovation and Design and a cofounder of Communispace points out in the case, the company’s growth depended solely on its core competency. Moreover, due to low entry to barrier into this particular arena of market research, there were many other competitors that had built their competitive advantage on doing word of mouth campaigns. So another problem that Communispace would be to weigh the options of benefits gained by entering into this WOM arena where they have no real advantage versus the damage they might incur by compromising on their core competency. In my opinion, Communispace should focus on the strategy that has defined them and not sacrifice their identity and corporate strategy. From the success and expansion of Communispace it is clear that they have gotten their process for building communities down to a science, thus allowing companies to not only to listen, but learn. Flipping this model on its head not only would completely alter the process in which companies engage in with their community, but it would also make for a far less exact science in what Communispace does? Moreover, word of mouth is something that can’t be manufactured to find success repeatedly, rather it should happen organically and not by force. Hence, making that a core competence for Communispace would prove exceedinglyShow MoreRelatedOverview of Market Research Online Communities1344 Words   |  5 Pages Background - The company, Communispace, offers a very unique process for using the data generated by marketing research. By building brand-focused online communities, data can be collected that offers a unique and more personalized view into the minds of the customer of a brand. Members of this community can communicate with each other, even to the point of generating focus groups that exist to discuss the product. Over time, this community evolves and produces viable information for companiesRead MoreMarketing Plan For Panera Bread1903 Words   |  8 PagesYork City. Mr. Colasacco earned his Bachelor s degree and Masters of Business Administration degree from Babson College. Diane Hessan Director since November 2012 Ms. Hessan is President and CEO of Communispace, a leading next-generation market research company. Ms. Hessan founded Communispace in 1999. Ms. Hessan has served on the boards of numerous organizations, including the Advertising Research Foundation, The Business Innovation Factory, the Progressive Business Leaders Network, the MassRead MoreKnowledge Management in Healhcare Essay1673 Words   |  7 Pagese) Discussion teams may range from simple listservs and technology products include Prospero and WebCrossing. f) Website communities help people to connect online as well as provide a range of facilities in the form of tools and documents like Communispace. g) Project spaces which are mostly connected with Outlook email and facilitates mechanisms for project management and shared folders. h) The desktop mechanisms for knowledge workers come in the form of web portals that are tailor-made to meetRead Moremarketing key metric engagement5934 Words   |  24 Pagesyoung athletes, or women reaching menopause. For example, Alison Zelen, Consumer Market Insight manager for Axe Body Spray at Unilever, succeeded based on her intimate understanding of how young men think, gained partly from watching them in a Communispace community.13 This is knowledge that transcends the consumer packaged goods category.  · Engagement will force B2B marketers to take the social media plunge. B2B marketers’ slow adoption of social technologies will be accelerated when community