Driving innovation in research with online communities

This presentation discusses the value of market research online communities (MROCs) in driving business innovation, with reference to work done by work.shop.play, an online research panel.
Such a panel is argued to help underpin brand positioning, develop a deeper understanding of behaviours and opinions, deliver insights consistently, and create a dialogue. The presentation describes how CBS Outdoor established the work.shop.play panel from a zero base, including its recruitment advertising and community interface. Data from the community is presented in a variety of formats such as an online dashboard and category specific booklets....

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