Using Online Communities as Research Panels

There is a very interesting article at MarketingSherpa.com following up on an interview with Hallmark’s Tom Brailsford (Manager of Advanced Capabilities). The article details how Hallmark has used an invitation only community to test concepts and ideas on its customers. While the results have been good overall, the interesting issues are:

1. Costs: an online community panel that runs 24/7/365 costs less than the $10,000 it would take to run three panels where you could interview only 24 people.
2. Make the community visual: If you are selling to consumers, ask your community members to submit pictures showing how they use your product. The insights you will gain will be invaluable as you ramp up your marketing.
3. Write your community guidelines very carefully: Anonymous posting is not conducive to good data collection and it increases the liklihood of flame wars (online fights) in the community. Also, make sure you moderate the site and get your members to accept the community guidelines before posting.

While much of what is discussed is common knowledge for organizations already running online communities, if you are considering using one for marketing purposes make sure you understand both the rewards and the risks before engaging your customers and prospects.

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