Online Communities — Replacements for Focus Groups

A recurring theme of postings on customer involvement methods is that traditional market research methods such as focus groups and brainstorming  kill ideas and creativity; there is a need for better ideation techniques that truly engage users.

J. Scott Armstrong has suggested using Delphi techniques to access the wisdom of crowds without suffering from idea truncation common to group efforts. Some researchers have suggested online groups to loosen the group effect.

Another blog takes a look at the benefits and dangers of using online communities in new service development:

http://www.mycustomer.com/cgi-bin/item.cgi?id=133916

This entry was posted in Co-creation or User collaboration, Customer Research Methods, Ideation and tagged , , , , , , , , . Bookmark the permalink.

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