Our ESOMAR paper has been featured in the Research Conference Report December 2010-January 2011 issue.
Main point: Online communities, particularly brand communities, are best led ‘by customers for customers’ and self-perpetuate most strongly when left alone. We almost dupe consumers if we interfere in these arenas with researchers’ formal, corporate or professional questions and comments. It’s not what consumers sing up to communities for.
RCR impressions of content:
Freshness: A
Relevance: A
Practicality: A-
For more information and to read the full article where our paper is featured on the front page of this report, contact Bob at www.rflonline.com
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