http://www.futureofinsight.com/2010/01/mroc-variant-3/ Future of Insight Tue, 29 Jun 2010 20:51:03 +0000 http://wordpress.org/?v=2.9 hourly 1 http://www.futureofinsight.com/2010/01/mroc-variant-3/comment-page-1/#comment-24 lockerz Mon, 25 Jan 2010 21:57:41 +0000 http://www.futureofinsight.com/?p=111#comment-24 Super comme site , j'adore ! Super comme site , j’adore !

]]> http://www.futureofinsight.com/2010/01/mroc-variant-3/comment-page-1/#comment-22 free lockerz invite Mon, 25 Jan 2010 16:44:14 +0000 http://www.futureofinsight.com/?p=111#comment-22 cheers, i like the style of your blog so will be sure to visit again! cheers, i like the style of your blog so will be sure to visit again!

]]> http://www.futureofinsight.com/2010/01/mroc-variant-3/comment-page-1/#comment-16 Julie Wittes Schlack Thu, 21 Jan 2010 17:45:36 +0000 http://www.futureofinsight.com/?p=111#comment-16 You're welcome. And in response to your question re the use of prediction markets within an MROC, I don't know of any companies that combine full-blown prediction market technology (e.g. Inkling) with online community technology. However, at Communispace we've experimented both with inviting people to go to external prediction market sites (which have been highly engaging for a handful, and confusing for a larger number of members), and, more successfully incorporated some prediction market techniques into surveys. Brainjuicer has done a lot of good work in this domain. You’re welcome. And in response to your question re the use of prediction markets within an MROC, I don’t know of any companies that combine full-blown prediction market technology (e.g. Inkling) with online community technology. However, at Communispace we’ve experimented both with inviting people to go to external prediction market sites (which have been highly engaging for a handful, and confusing for a larger number of members), and, more successfully incorporated some prediction market techniques into surveys. Brainjuicer has done a lot of good work in this domain.

]]> http://www.futureofinsight.com/2010/01/mroc-variant-3/comment-page-1/#comment-14 admin Thu, 21 Jan 2010 15:03:05 +0000 http://www.futureofinsight.com/?p=111#comment-14 Thank you for the thoughtful response Julie. Very educational. Much appreciated. Thank you for the thoughtful response Julie. Very educational. Much appreciated.

]]> http://www.futureofinsight.com/2010/01/mroc-variant-3/comment-page-1/#comment-13 admin Thu, 21 Jan 2010 15:00:57 +0000 http://www.futureofinsight.com/?p=111#comment-13 As an aside, are you aware of any usage of prediction markets within an MROC? As an aside, are you aware of any usage of prediction markets within an MROC?

]]> http://www.futureofinsight.com/2010/01/mroc-variant-3/comment-page-1/#comment-12 Julie Wittes Schlack Thu, 21 Jan 2010 14:46:49 +0000 http://www.futureofinsight.com/?p=111#comment-12 While I appreciate your effort to create a taxonomy of MROC's, I'd like to correct a few misconceptions and offer an alternate perspective. At Communispace (which you describe as being typical of Variant 1), not all of our communities comprise a client's core customer base and raving fans. Many of our communities are made up of competitors' customers, lost customers, or -- in one of the best uses of private online communities -- emerging or future market segments. (Charles Schwab's Groundswell Award-winning Gen Y community is a great example of that. Schwab set out to get to know a young, non-affluent population with the goal of developing products and services to serve this market segment that could become future customers of its core offerings.)And while we don't build in games purely for fun, we do employ a variety of creative techniques to attract, engage, and retain people. That being said, what we've found is that being able to privately, honestly express one's needs and views to brands who are visibly, actively listening is highly engaging in its own right. On a more philosophical note, I question whether Variant 3 will truly be a "community" in the sense of engaging individuals in personal, ongoing, reciprocal relationships. I think that "megapanel" probably is a more accurate description. And while panels are extremely useful for episodic, one-off research projects and, in your model, for passive listening (probably via text analytics), I don't think they're synonymous with communities. But thanks for starting this conversation. I hope others will weigh in. While I appreciate your effort to create a taxonomy of MROC’s, I’d like to correct a few misconceptions and offer an alternate perspective. At Communispace (which you describe as being typical of Variant 1), not all of our communities comprise a client’s core customer base and raving fans. Many of our communities are made up of competitors’ customers, lost customers, or — in one of the best uses of private online communities — emerging or future market segments. (Charles Schwab’s Groundswell Award-winning Gen Y community is a great example of that. Schwab set out to get to know a young, non-affluent population with the goal of developing products and services to serve this market segment that could become future customers of its core offerings.)And while we don’t build in games purely for fun, we do employ a variety of creative techniques to attract, engage, and retain people. That being said, what we’ve found is that being able to privately, honestly express one’s needs and views to brands who are visibly, actively listening is highly engaging in its own right.
On a more philosophical note, I question whether Variant 3 will truly be a “community” in the sense of engaging individuals in personal, ongoing, reciprocal relationships. I think that “megapanel” probably is a more accurate description. And while panels are extremely useful for episodic, one-off research projects and, in your model, for passive listening (probably via text analytics), I don’t think they’re synonymous with communities. But thanks for starting this conversation. I hope others will weigh in.

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