Still running focus groups? How very 20th century. An increasing number of organizations have moved consumer research online. Major brands including Godiva, ABC Studios, InterContinental Hotels, and Kodak, are conducting both qualitative and quantitative research digitally in private online communities. Sometimes, these initiatives extend offline as well, but the web is the core of the initiative.
We caught up with Joe Stauble who runs corporate strategy and market research for Mercedes-Benz USA to learn more about how the company is leveraging two online communities: Generation Benz, launched in 2008 and comprised of Gen Y consumers; and Mercedes Benz Advisors, a community of 1,795 baby boomers. Both community platforms were built by Passenger.