Together we build the future: Getting intimate with consumers via online communities

The articles discusses how research can use Web 2.0 and online communities. Benefits include convenient and efficient way to engage with consumers, honest response are gathered and deep findings are generated.

Together we build the future: Getting intimate with consumers via online communities

Tom De RuyckInSites Consulting, Belgium

Niels SchillewaertVlerick Leuven Gent Management School and InSites Consulting, Belgium

Jo Caudron One Agency, Belgium


The world is transforming fast. One of the important drivers for this development is the 'improved' internet, with a wealth of information, communication and networking possibilities. It offers people new ways to share content in all kinds of formats and enables cooperation through different types of online platforms at blinding speed and low cost. Users have taken control over organizing content together. After all,...

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