A few years ago, I had the opportunity to lead a research project for Under Armour that allowed me to work with the talented people at NPD.? NPD has a fantastic online research program that allowed us to quickly and efficiently reach our target audience in order to gain tremendous insight.
Thanks to that project, my interest in online research was born and, soon after, as I read? Groundswell, I have been following (with tremendous interest) the growth of online research. Properly used, the ongoing conversation with targeted groups (prospective customers, current customers, former customers) can provide tremendously valuable insight that can help your organization focus on actions that can generate substantial improvement and ROI.
That’s why I found this post by Maeve Naughton and this post and podcast (below) by the folks at Freshnetwork so interesting.
Maeve shares some valuable insight into her experiences with Chrysler’s customer advisory board (CAB) provides valuable insight into this effort.? (NOTE FROM PAT: Please see Maeve’s comment to this post – “Thanks for the link Pat. Just wanted to make sure it was clear that I did not run the Chrysler advisory board. I did for other companies. Chrysler just had a good public example of how they are doing it.”? Added on 1/22/2009 at 5:00 pm EST) And the podcast from Freshnetwork is another fantastic look into the value of this approach to understanding your audience.
FreshNetworks: Online Community Research
