I am a huge advocate of community research and have posted previously how it can deliver richer insight and better innovation but before you decide to launch your own community take a look at these 5 reasons not to:
1 You get part time results for part time effort – if you only have the chance to log on once a week and skim read rather than engage, interpret and contribute.
2 You want to stick to the discussion guide – if you like to stick to the script set at the beginning of a project and feel uncomfortable about the possibility of having to rip this up when you start interacting with your community
3 You publish only perfect posts – if you like to craft every word or work in a sign off culture your will miss the vital spontaneity that community research thrives on
4 You just want to see the results – if you are simply not interested or able to participate in the iterative community research process and just want to see the final debrief
5 you have never heard of being always on – consumers expect brands to be available 24/7. If you cannot live up to this expectation with your own community you could do more damage than good.
