In the News

What Major Brands Really Think About Innovation

2014-10-29, Fast Company

In today’s innovate or die business climate, how can brands harness the power of new ideas and creativity to make an impact on the bottom line? To find out, we talked to a number of brand executives from large companies like L’Oreal and IBM as well as smaller ones like Yotel and Pret a Manger. One of most striking things that quickly became apparent is how much noise and confusion surrounds the topic of innovation. It’s an exciting discipline but one that attracts a lot of contradictory ideas and perceptions. In this article, you will find five innovation myths these brands helped us bust.

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Accounts and People of Note in the Advertising Industry

2014-10-27, New York Times

Franco Bonadio joined Communispace, Boston, in a new post, chief creative officer, the most senior creative post at the agency. He has worked for brand and corporate identity consultancies like Brand Union and Landor Associates. Communispace is part of the Diversified Agency Services division of the Omnicom Group.

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Humanizing Data

2014-10-01, Impact Magazine

Facts and figures are not the only thing influencing business decisions. Over the past year, Manila Austin, Vice President of Research at Communispace, has engaged with more than 50 clients globally, uncovering strategies for transforming consumer insights into business impact. Her interviews suggest that the most effective insight professionals recognize a fundamental need to humanize data. Read the full article to learn more about what agencies need to provoke and inspire clients to take action.

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How to Keep Your Customer Loyalty Program from Being Pointless

2014-09-04, Fast Company

Customers love to be rewarded for their loyalty, but only some programs are worth the effort. Too often, people are motivated by an immediate discount or by fear of missing out on future rewards. But over the long term, many fail to redeem what they've earned because they forget or it’s too confusing. So how do brands design loyalty programs that offer clear value, build devotion, attract new customers, retain existing ones, and stand out in a sea of points, miles, and rewards? Check out the full article by Communispace CEO Charles Trevail to find out.

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Walk A Mile In Your Customer's Diapers: Co-Creating The Customer Experience

2014-08-04, Forbes

More and more, brands are co-creating customer service and customer experience solutions together with the company’s actual customers. Co-creation has a value that is growing quickly and should not be overlooked. Diehard customers and power users now have a realistic chance of seeing their ideas turned into new products and services and thus improving their own future experience with the brand.This Forbes article by Micah Solomon details how brands are bringing the consumer into all aspects of the customer experience.

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The Toilet That Thinks You're Done When You're Not and Other Stupid Annoyances That Lose Customers

2014-07-09, Huffington Post

Customers are picky, prickly, and ever ready to jump brand if they feel someone isn't feeling their pain. A customer who can't find the right answer in the FAQs, or discovers gum under the table at the fancy restaurant, or can't go backwards on the phone tree after accidentally typing the pound sign can quickly become a fugitive. Communispace SVP of Business Strategy, Bill Alberti, is interviewed on why these issues may seem trivial, but the amount of business they affect is not.

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Dos & Don'ts for Courting Chinese Consumers

2014-07-08, Forbes CMO Network

For many companies looking to grow, the road to success runs through China. However, expansion into this market is not as simple as translating a brand name and exporting the same product or service. Companies are increasingly looking to collaborate directly with Chinese consumers in order to provide exactly what they want in a way that is relevant, trustworthy, and true-to-life. Senior Researcher at Communispace, Kat Lerman, explains the dos and don’ts for success in this market.

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How Consumer Creativity is Transforming the Travel Experience

2014-07-03, Fast Company

The contemporary traveler has graduated from reviews on TripAdvisor. Customers are now choosing their own adventures from airlines and hotels. The travel and hospitality industries are making big customer experience investments to keep pace with an evolving landscape. In this article, CEO of Communispace, Charles Trevail, explains how brands earning that loyalty--through innovation, renovation, and conversation--approach the customer experience as one that demands ongoing collaboration with customers.

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How Consumer Collaboration is Driving National Car Rental's Customer Experience

2014-06-23, CXPA

Today’s consumers have a vast number of choices, especially in an industry like car rentals. With competition from other car rental companies and emerging peer-to-peer businesses, it’s exemplary customer experience that will serve as the true differentiator. That’s why National Car Rental approaches customer experience improvements and innovations as an ongoing collaboration with customers. In this article, Carol Jones, Director of Insights & Intelligence at Enterprise Holdings, details how collaborating with consumers has influenced their business since 2010.

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Don’t Confuse Your Friends With Partners

2014-05-21, The Economist Group

Lately, the words “collaborative marketing” and “crowdsourcing” are being used interchangeably to describe anything and everything from product naming or flavor contests to open innovation platforms like Quirky and P&G Connect, where significant intellectual property gets developed by external innovators and sold for big dollars. In this article, Julie Wittes Schlack gives three key differences that distinguish these processes.

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How Consumer Collaboration Solved the Case of the Grumpy Fliers

2014-04-29, CMS Wire

Big data can tell marketers what consumers are doing, buying or rejecting. But it cannot tell you why any of those things are happening. In this article, Julie Wittes Schlack tells the story of an airline that turned data into useful information to drive innovation by actually collaborating with their consumers.

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5 Myths About Millennial Consumers

2014-04-16, Fast Company

Like any generation, Millennials are more than the sum of their stereotypes. If you want to connect with this coveted demographic, it's time to let go of these tired beliefs. In this article, Manila Austin, Vice President of Research at Communispace, digs deeper into the lives of Millennials and put some popular notions about them to the test.

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5 Ways to Make Your Brand Thrive in the Sharing Economy

2014-04-14, Inc.

Success in this climate requires listening to your customers, establishing their trust, and changing your relationship with them in fundamental ways. In this article, Communispace Chairman, Diane Hessan gives five ways brands can embrace and thrive in an overarching collaborative ethos called the sharing economy.

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To Get to Know Your Customers, Spend a Day in Their Underwear

2014-04-10, Inc.

If you want to create products and services that truly serve customers' needs, you need to find ways to get them to open up about very personal thoughts and feelings. So how can brands successfully get closer to their customers to create products or services that truly address their needs? From working with hundreds of consumers every day, Communispace Chairman Diane Hessan offers what we've learned about getting them to open up and share some of the most intimate details of their lives.

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Getting to Know Communispace's New CEO, Charles Trevail

2014-04-01, BostInno

After 14 years at the helm of the company, local thought leader Diane Hessan stepped into the role of chairwoman and down from her position as Communispace chief executive, passing the reins to Charles Trevail. The co-founder and former CEO of U.K. company Promise officially slid into the CEO seat in the beginning of March. And after barely a month in the new role, Trevail is already making big progress.

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The Internet is killing off marketing surveys — & it’s for the best

2014-03-22, VB News

About eight years ago, people started raising concerns about customer survey respondent quality; and as social media took off, some dared to wonder aloud whether online ratings and reviews were eliminating the need for surveys altogether.But the industry continued to thrive — until recently. Finally, we’re witnessing the demise of the lengthy, grid-question littered, rating-scale driven survey as we know it due to four key changes in consumer behavior and technology.

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Communispace: How A Market Leader Innovates

2014-03-18, Innovation Excellence

As the market creator, Communispace found success, built great client relationships, and delivered value. It could have stayed the course. Instead, the company did what a market leader that wants to remain the market leader should do: it innovated. In an interview with Communispace's SVP of Strategy, Bill Alberti, author Doug Williams uncovers the ways in which successful companies must resist the urge to coast based on their historic success. Market leaders that innovate will be rewarded with stronger client relationships, new revenue opportunities, and more engaged employees.

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Don’t Be Creepy, and Other Ways to Make Data-Driven Marketing Effective

2014-03-11, Re/code

Welcome to the “uncanny valley.” The term comes from robotics professor Masahiro Mori, who described how people react positively to increasingly humanlike representations, until the point at which they get too close to a real human being, when they suddenly become repulsive. Sadly, in this age of Big Data, the term is frequently used to describe data-driven marketing that feels invasive, overly familiar, or just plain wrong. In this article, Katarina Lerman, Senior Researcher at Communispace, gives tips to help brands avoid the uncanny valley.

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Turning Big Ideas Into Business Change

2014-03-10, Wired Innovation Insights

Wired Innovation Insights published Turning Big Ideas Into Business Change, an article written by Promise Communispace’s Head of Innovation Ben Hayman.

Why is it so difficult to get buy-in on innovative ideas and transforming those big ideas into real change in business? The answer lies in understanding complex organizations, and the complex individuals that run them. To understand why many ideas or proposals fail is not simply to understand the siloed structure of large operations or the failure of people (agencies, internal stakeholders, advocates) to make compelling cases for new innovation. The true innovator must also understand the psychology of decision making, the importance of influence, how to manage (and sometimes create) biases. In this article, Ben Hayman offers "four golden rules for creating buy-in for new ideas."

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How To Crack The Chinese Market

2014-02-17, Forbes

Corporations are notorious for being culturally insensitive when entering new markets. As a small or medium-sized company, these blunders are your foot in the door to earning part of the 3.3 trillion private consumption market share that corporations are either overlooking or alienating through cultural insensitivities. Good companies pick their spots and ensure their focus is on the customer experience.

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Reinventing Innovation as Always On

2014-02-14, Wired Innovation Insights

Wired Innovation Insights published Reinventing Innovation as Always On, an article written by Promise Communispace’s Head of Innovation Ben Hayman.

While major consumer brands can enjoy the success of running large contests or other crowdsourcing techniques, many other business sectors – from financial services and healthcare to telecom and automotive – often can’t. These ad hoc approaches typically engage a large pool of consumers, for a finite moment in time, to develop or improve upon a product or service.

We need to start thinking differently about innovation. We need to stop chasing the next big breakthrough and approach innovation as an always-on collaboration with consumers to drive business impact.

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Insight to Impact: 3 Lessons Consumers Taught Us about Santander

2014-02-10, The Financial Brand

Kathy Klingler, EVP & CMO, Santander, shares lessons learned from consumers while launching their global brand in the U.S. "We partnered with Communispace, a consumer collaboration agency, to engage and remain connected with consumers and employees throughout the process. We asked them about everything from communications to loyalty and recognition, and, throughout the process, built trusting relationships with them. It’s those relationships that have since permeated our strategic process and made a difference across our organization."

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Giving Your Ideas The Best Chance Of Success

2014-02-10, CMO News

In recent years, innovation has increasingly been seen as a prerequisite to business survival, let alone success, but now it has gone mainstream. According to a global survey of 246 CEOs carried out by PwC last year, more than two thirds (64%) believe innovation and operational effectiveness are equally important to the success of their business. So why is it still so difficult to get buy-in for innovation and to transform big ideas into real change in businesses?

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7 Ways Your Maturing Company Can Maintain a Startup Culture

2014-01-27, Inc.

Just because your business now has more employees and offices doesn't mean it has to let go of the energy and agility of its early days. President and CEO of Communispace, Diane Hessan, offers "7 Ways Your Maturing Company Can Maintain a Startup Culture."

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Communispace CEO Diane Hessan handing reins to London-based exec

2014-01-15, Boston.com

The chief executive who made Boston-based Communispace one of the pioneers in helping big companies build and manage online customer communities announced yesterday that she's handing over the reins. As of March, Diane Hessan will become chairman, and London-based Charles Trevail, a founder of a company that merged with Communispace in 2012, will be CEO. Trevail plans to move to Boston next year.

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3 Lessons Consumers Have Taught Businesses About Global Expansion

2014-01-10, Inc.

A successful overseas venture requires a keen understanding of the new market that you can only get by engaging local consumers before your launch.

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4 Essential Ingredients in Consumer Storytelling

2013-12-19, Inc.

To offer truly effective service to customers, companies need to complement the information they gather with powerful narratives that give it meaning. Diane Hessan, President and CEO of Communispace offers four ingredients essential to creating consumer stories that truly inspire businesses to action.

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Seven things you need to know about Communispace

2013-12-15, The Boston Globe

Diane Hessan, President and CEO of Communispace, a Boston consumer collaboration agency with more than 500 employees and offices around the globe, sat down recently with Globe reporter Deirdre Fernandes to talk about her company.

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Deriving Maximum Impact From Online Communities

2013-12-01, DM News

How can marketers benefit most from online communities? In using online communities to drive business results, marketers are limited only by their own imaginations. Here are four examples of how to derive a big impact from an exclusive community; discovering unmet needs that lead to breakthroughs, capturing new audiences and demographics, launching new products and campaigns, and managing crises and keeping your finger on the pulse of the consumer.

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Delivering on Customer Needs in the New Health Care Landscape

2013-11-26, Inc.

Fallon Community Health Plan (FCHP), sought to distinguish itself through collaboration with consumers. In 2012, Fallon worked with a private online community of more than 300 customers from around the Commonwealth to understand their issues with choosing a health insurance plan. Overwhelmingly, the company learned that people were frustrated by the complexity of the product and felt they lacked sufficient education to make informed choices. Find out how Fallon took action and is seeing real results.

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Spanish Banks Go on Spending Spree to Raise Profiles in U.S.

2013-11-19, AdAge | global

To prepare for Sovereign's rebranding as Santander, Executive Vice President and CMO, Kathy Klingler, said the bank set up an online community of more than 1,000 U.S. Sovereign customers to help figure out how to translate the Santander brand for the U.S. The $200 million effort includes a new website and ATMs, refurbishing more than 700 branches in nine states, and swapping signage from Sovereign to Santander. Ads by Arnold and Communispace kicked off in October.

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5 Reasons Why Consumer Collaboration and Big Data Are a Perfect Match

2013-11-14, Inc.

Data reveals patterns. Once you add consumer insights, you can innovate for the future based on what you know now. Diane Hessan, President and CEO of Communispace, shares five ways in which conscious, active consumer collaboration is an essential partner to Big Data as companies try to solve problems, deepen relationships, and invent the future.

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How a Mobile Giant Used Consumer Collaboration to Innovate

2013-10-29, Inc.

Diane Hessan, President and CEO of Communispace, shares how European telecom EE engaged with consumers on its Orange brand to co-create around what people really wanted.

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Sovereign Bank Starts Over as Santander

2013-08-26, American Banker

Sovereign Bank, the U.S. unit of Spain's Santander Group, will be rechristened this fall with the name of its parent as part of a $200 million transformation that is meant to improve just about every customer touchpoint. Sovereign has collaborated with their Communispace community over the past year to gather insights on its rebranding effort. "Any time we question something, we go into the community and ask," says Sovereign's chief marketing officer, Kathy Klingler, who adds that the forum has been helpful enough that the bank plans to keep it going.

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From Reach To Relevance

2013-08-15, MarketingDaily

Julie Wittes Schlack, SVP of Innovation and Design at Communispace, breaks down the results of a recent study of 2,000 Americans representing different key demographics, to elicit their feelings about behavioral tracking and targeting. Not only do they resent the intrusiveness of advertisers’ attempts to be relevant, but would actually pay a premium to shut them out.

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Heinz Dishes With Customers

2013-08-01, Direct Marketing News

The H.J. Heinz Company launched the Communispace community, Let's Dish, with the goal of delving into the minds, hearts, and stomachs of its B2B customer base. What quickly emerged from the community was a need for a Web-based hub where they could discuss the industry and get specific information to meet their business needs. Heinz answered with heinzfoodservice.com, which after only eight weeks after launch has already exceeded the total amount of web traffic for 2011.

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The Process of Co-Creation – Involving Consumers on an Equal Footing

2013-08-01, P&A International Market Research

This article, written by Sally O'Rourke, Managing Director of Promise Communispace, provides a holistic view of co-creation. It examines what it is, what it is not, its key principles, its strengths and weaknesses and its impact on consumer research. There is also a clear breakdown of the co-creation process and case studies from Kraft, Heinz and McDonald’s to bring it to life. To close, the piece reflects on how co-creation has changed and continues to shape the market.

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Fallon Community Health Plan's New Initiatives Mix Innovation With Insurance

2013-07-29, BostInno

Fallon Community Health Plan, a Massachusetts-based non-profit healthcare provider, is set to garner recognition for two of its own consumer-driven innovations: health plan info centers and an individualized health plan. So how did they do it? Fallon partnered with Communispace to tap into what people really wanted from their health insurers.

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A Facebook App for Events and Concerts…From Citibank

2013-07-12, Fast Company

Quietly launched in May, Citi’s Private Pass Match-Up app is looking to pull in customers and prospects where they’re spending a big part of their time—on Facebook. This app will help users easily filter through events and receive recommendations based on their shared interests and profile data. Citi worked with Communispace for 6 months to evaluate and provide feedback about the app to improve messaging, design and overall user experience.

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Character counts, characters count

2013-07-01, Quirk's Marketing Research Review

In "Character counts, characters count" Julie Wittes Schlack of Communispace explores how mobile helps establish connections with consumers. The analysis of community research helps to consider the quality of, and best uses for in-context, in-the-moment mobile responses.

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XBox One, Netflix, Charles Schwab: Why Consumer Collaboration is Key in Business

2013-06-25, Wired Insights

An article in Wired Insights, a blog about next generation business ideas, scrutinizes some recent mistakes made by businesses and explains why these blunders could have been avoided if the companies had collaborated with consumers up front. The article explains why consumer collaboration is so important in today’s business world, and how Communispace is helping global brands build real relationships with their most important consumers.

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Innovating when Your CEO Is Not a Genius

2013-06-17, GreenBook Blog

At the GreenBook Insight Innovation Exchange (#IIeX) in Philadelphia Charles Trevail, CEO of Promise Communities shared five ways to break through to true innovation.

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The Power of Storytelling

2013-05-14, MRIA vue magazine

CEO Diane Hessan explores the art and science behind crafting a great story and how Communispace is harnessing powerful storytelling to bring consumers to life for our clients.

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Triangulating the Truth

2013-05-07, The Hub Magazine

In the May/June edition of The Hub Magazine, Ed Chao, Director of Client Services at Communispace, explores the driving forces behind consumer behavior and choices. The complexity of consumer motivations mandates using a variety of specialized tools to generate a multidimensional understanding.

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Outcomes, not intentions

2013-05-01, Quirk's Marketing Research Review

In the May edition of Quirk's Marketing Research Review, Julie Wittes Schlack, SVP of Innovation at Communispace explores the allure of prediction markets; do they work? and should researchers be interested?

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More than an activity: How passive ‘shopping’ is changing the path to purchase

2013-05-01, Quirk's Marketing Research Review

Communispace participated in an Advertising Research Foundation (ARF)-commissioned research project exploring digital and social media in relation to the purchase process. With so many inputs and options (online and off), people “shop” almost constantly - they browse, search online, talk to friends about brands and products, read advertisements - but they are not necessarily aware that they are, in fact, shopping. As market researchers, how can we explore material that, by definition, is beyond consumers’ awareness?

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Consumer Collaboration: How Charles Schwab Used Real-Time Research To Enhance Relationships

2013-04-19, Forbes.com

Charles Schwab collaborated with their active Communispace community to design and launch financial planning workshops tailored for women clients. Through this collaboration, Charles Schwab launched the first Financial Planning Month for Women workshop series in May 2012, which included 18 workshops reaching a total of 4,000 clients. It was such a success that Charles Schwab will launch the workshop series again this May.

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How Heinz Website Energized Food Pros

2013-04-09, ABC News

Amy Kleppinger and Josie Cellone of Heinz, share the success Heinz has seen by collaborating with a very time-starved target, food service professionals, to create a website resource for them. Already partnering with Communispace for the past six years on a number of communities, Heinz felt confident in creating a community of competitive food service industry professionals. 

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Email Power to the People?

2013-03-18, Direct Marketing News

A recent survey of Americans by BlueHornet (Digital River) found that while more of them are apt to screen emails and make purchases directly from their mobile devices, more are also likely to delete emails on cell phones without opening them. Julie Wittes Schlack, SVP of innovation and design at Communispace, provides mobile marketers with tips to optimize emails.

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Yahoo, we're more flexible

2013-02-28, Boston Herald

In reaction to Yahoo CEO Marissa Mayer’s telecommuting ban, Communispace CEO, Diane Hessan, joins fellow hub tech executives to tout autonomy for their employees.

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How Brands Use Games to Develop Better Products and PR Campaigns

2013-02-28, MediaBistro.com

Patrick Coffee of MediaBistro.com chats with Julie Wittes Schlack, SVP of Innovation and Design at Communispace, to learn how they help brands like Kraft, State Farm, Citigroup, and Comcast develop better products and marketing campaigns with simple betting games known as “prediction markets.”

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Mining for Gold in Patient Communities

2013-02-03, PharmaVoice

Julie Wittes Schlack, VP of Innovation at Communispace, offers key insights into the benefits of private online patient communities. She also helps bust two common myths about working with patient communities.

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Feeling Better: Understanding emotional benefits is vital to successful innovation

2013-01-03, The Hub Magazine

By focusing on unmet emotional needs, marketers can generate more motivating and often more unique and resonant new product concepts. Understanding emotions enables them to accentuate an idea’s true underlying appeal, and avoid unintended emotional barriers to adoption. Emotion-focused innovation offers adventure, excitement, confidence and satisfaction. Isn’t that exactly how new product development should feel?

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Trust Management

2012-11-30, AMA MarketingPower

Charles Schwab has been taking steps to shore up consumers’ confidence and trust in its financial services, making that the central theme in its B-to-C marketing efforts. Findings from a recent Communispace study are included as proof points on consumer attitudes towards financial institutions. It notes that financial services firms can make consumers secure by providing them with education at their own level.

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Data Gets the Human Touch

2012-11-05, Adweek

Adweek highlights how Communispace communities can reveal the "whys" driving consumer behavior, the underlying insights that cause consumers to act the way they do. The story of Meredith Corporation's Real Women Talking community is shown as an example of community members partnering with a brand to hone its marketing and positioning, and help shape the focus of its content.

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Head vs. Heart

2012-11-01, The Hub Magazine

In the latest issue of The Hub Magazine, Julie Wittes Schlack and Ed Chao of Communispace share actionable insights about consumer emotion. They answer some provocative questions many marketers ask themselves—What does an emotional connection mean? What do I do to build it? How do I know if I have achieved it?

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Boston Startup School moving to Communispace HQ on Boston waterfront

2012-10-30, Boston Business Journal

Seeking to be closer to startup hubs in Boston's Innovation District and Leather District, the Boston Startup School is moving this week from the Harvard Innovation Lab in Allston into the headquarters of Communispace at Atlantic Wharf in Boston, program co-founder Shaun Johnson said.

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Breaking the Growth Barrier for Women-Owned Businesses

2012-10-24, American Express Open Forum

Communispace founder and CEO Diane Hessan shares how important building a great team has been to the success of the company. She offers some advice, "You need to be willing to give up control, hand the reins over to others, and build a team that can run your company so that you have the time to think strategically." Check out the full article for more great tips from other successful women entrepreneurs.

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Campaign Tries to Help Defuse Bullying

2012-10-24, The New York Times

The New York Times article, "Campaign Tries to Help Diffuse Bullying" highlights the anti-bullying campaign aimed to eliminate or at least curb, bullying by urging parents to teach their children to face down such behavior. The campaign is a product of the partnership with the Ad Council, DDB NY, and Communispace.

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Over the Wall: Five Lessons for Engaging Chinese Consumers Online

2012-10-04, AMA MarketingPower

The American Marketing Association's MarketingPower, features Katrina Lerman, Senior Researcher at Communispace, discussing the company's expansion into China. Communispace recently announced the official opening of a Shanghai office. However, the journey into Asia began nearly a year ago, running in-language consumer communities for several of our top clients. In that time, Communispace has learned quite a bit about getting Chinese consumers to engage in an ongoing, interactive dialogue with a brand.

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CoreNet Global New England chapter 2012 Awards of Excellence

2012-10-01, New England Real Estate Journal

The Communispace 290 Congress Boston office project has been recognized by the New England Chapter of CoreNet Global as the Best New Workplace (over 50,000 sf) in 2012. CoreNet Global is a professional industry organization for corporate real estate professionals and related service providers.

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From Boston to Shanghai: 5 Things Communispace Learned About Engaging Chinese Consumers Online

2012-08-28, BostInno

Katrina Lerman, Senior Researcher at Communispace blogs about 5 things that Communispace learned about engaging with Chinese consumers online. She also shares information about the forthcoming report, "Walls Fall Down: Building Trust and Building Community with Chinese Comsumers" that will give a more in-depth look at Communispace's experience in China.

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Here and Now: Using mobile technologies to deepen your understanding of consumer and shopper needs

2012-08-27, Market Research in the Mobile World

Procter & Gamble and Communispace have conducted a range of mobile-enabled research projects in conjunction with activities conducted within P&G’s private online communities of women representing different target markets. At the recent MRMW North America conference, Jennifer Furia from P&G and Julie Wittes Schlack from Communispace shared examples of mobile projects that have yielded powerful insights. 

Watch the full video presentation here.

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Mobile drives more timely, direct answers than online research: study

2012-08-14, Mobile Marketer

Julie Wittes Schlack and Rebecca Mackenzie of Communispace were interviewed by Lauren Johnson of Mobile Marketer. The article discusses Communispace’s “Character Counts” and “Connecting to Connected Consumers” research, highlighting Communispace’s insights and implications for market researchers and marketers.

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From Research to Relationship

2012-06-30, Marketing News

The American Marketing Association's Marketing News, features Communispace's Manila Austin and Julie Wittes Schlack. They outline some of the trade-offs that traditional market researchers should weigh as they consider how to maximize the opportunities that mobile and social media have created, and make their work more timely and actionable.

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Consensus Point intros prediction market software for research

2012-04-26, Research Magazine

Consensus Point's Huunu platform invites research participants to take part in a game where they wager points against the product concepts or campaigns they think are most likely to succeed, with the winner decided by who makes the best return. Research Magazine highlights the recent pilot with Communispace.

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Some art, some science

2012-04-04, Quirk's Marketing Research Review

Quirk's Marketing Research Review features an article written by Manila Austin, VP of Research at Communispace. Whether it’s the challenge of finding and engaging hard-to-reach groups or simply needing to maximize participation within a given research community, market researchers must understand how to engage just about anyone—what drives involvement and how to influence it. In this article, Manila explores this imperative, borrowing frameworks from applied social sciences and reviewing some of our original research that is germane to the subject.

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Digital Patient-Centric Communications

2012-02-01, PharmaVOICE

A sound bite from Julie Wittes Schlack, Senior VP of Design & Innovation at Communispace, is featured in the February issue of PharmaVOICE. Julie comments on how pharma companies can benefit from having a patient private online community.

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Familiarity breeds contempt? A study of positive bias in online communities

2012-01-09, Quirk's

Quirk's Marketing Research Review features an article written by Manila Austin, VP of Research at Communispace, about positive bias in online communities. She presents research that sheds light on the relationship between engagement and bias, and then concludes with some advice for practitioners about the kinds of trade-offs we all need to be thinking about as we forge ahead in making research engaging and actionable.

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The three Cs of TMRE

2011-11-10, Research Magazine

Research Magazine summarizes The Market Research Event this year. Diane Hessan, President & CEO at Communispace interviewed Stan Sthanunathan at Coca-Cola, in a standing-room-only presentation. 

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Taking a good look at yourself

2011-11-07, Research Magazine

Research Magazine highlights best practices on how to design effective mobile ethnography projects, from Julie Wittes Schlack, Senior Vice President of Innovation and Design at Communispace.

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But how do you really feel? An approach to measuring consumer emotions

2011-10-25, Quirk's

Quirk's Marketing Research Review features Communispace's Ed Chao, Director, Client Services and Julie Wittes Schlack, Senior Vice President, Innovation. The article, "But how do you really feel? An approach to measuring consumer emotions" discusses research examples from Communispace community members.

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What's Left of the Middle Class Is More Diverse, Harder Working -- and Still Shrinking

2011-10-17, AdvertsingAge

AdAge highlights the kickoff of their new yearlong study of the American Consumer. As part of the study, they worked with Communispace to recruit 11 families in 11 representative countries throughout the U.S.—their stories will appear in AdAge once a month.

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The Rise of Customer-Driven Innovation

2011-10-13, Mashable

Mashable article, "The Rise of Customer-Driven Innovation" features Julie Wittes Schlack, Senior Vice President of Innovation and Design at Communispace. She highlights factors to consider before investing in a co-creation intitative, for both public or private approaches.

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'Community Research' Online communities and their recruited members uniquely bring speed and flexibility to the research process

2011-09-08, In-Store Marketing Institute

In-Store Marketing Institute's Shopper Marketing features Communispace communities, where success stories from clients ConAgra, GlaxoSmithKline, Walmart, and Kraft are shared.

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Community Safety

2011-08-01, Research Magazine

Sally O’Rourke says she doesn’t work in research, but she is the European MD for Communispace. She tells us why life without a closed customer community can be ‘dangerous’. 

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Ad Council to Partner With Communispace

2011-04-14, AdAgeBlogs

The pro bono collaboration was announced today and will run at least through 2011. The Ad Council says it was pleased with the results as well. "Communispace went above and beyond our expectations with the insights delivered from their communities," said Tony Foleno, senior VP-director of research for the Ad Council, in a statement. "We are truly grateful for their contribution last year and their collaboration moving forward, which will help our ad agencies develop effective communications programs that make a significant impact."

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A fresh look at the Hispanic market

2011-04-13, Research Magazine

Market research needs to rethink how it deals with Hispanics, according to online communities firm Communispace. We spoke to Manila Austin, co-author of the company’s new study on Hispanic identity in the US, about the mistakes that marketers and researchers can make when working with this fast-growing section of the population.

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Community, Research Report Offer Insight for Hispanic Marketers

2011-04-08, Hispanic Trending Blog

Barry Silverstein contributes to Juan Guillermo Tornoe's blog, Hispanic Trending, in an article highlighting the launch of the first consumer insight community focusing on the Hispanic multicultural market. This joint project of Communispace and Starcom MediaVest Group will help provide clients with rich insights into the fastest growing consumer group in the U.S.

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Retail Online Integration: Godiva Sweetens its Valentine’s Day Deals with Social Media Insight

2011-04-05, Retail Online Integration

In an effort to optimize its marketing efforts for one of the busiest days of its year, Valentine's Day, Godiva went straight to the source for help: it tapped into its 600-member private online community, Godiva Chocolate Talk. Godiva turned this insight into action. The retailer developed new platonic gifts for this year's Valentine's Day lineup and the community was helpful in providing the brand with information regarding the timing of Valentine's Day promotions. 

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Power Player: Diane Hessan

2011-01-01, ABC StyleBoston

StyleBoston's first month of New England's powerful women features Communispace CEO Diane Hessan. In the segment, Diane reveals that Communispace’s success comes from focusing on one thing and “trying to be better than anyone in the world at it.” She also provides insight for women looking to excel by urging them to “Dream Big.”  

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Diane Hessan, CEO of Communispace, believes in the power of consumer communities to generate ideas and innovation.

2010-12-17, Fast Company

Communispace CEO Diane Hessan was featured in Fast Company's Innovation Agents. The article highlights the innovative side of Communispace and features Godiva's community success story with their recent product launch of Godiva Gems. 

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Reputation Management in the Age of Collaboration

2010-12-13, 1to1 Media

Bill Alberti, Vice President of Business Strategy at Communispace featured in 1to1 Media article, "What can companies do to rebound when their brand or industry reputation is tarnished, even if it’s out of their control."

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Display of the Year: Wonka Rolling Endcap

2010-12-01, In-Store Marketing Institute's Shopper Marketing Publication

In-Store Marketing Institute's Shopper Marketing Expo awards Wonka's rolling endcap as "Display of the Year." The endcap was the first vehicle to hit retail following a complete re-branding effort last year, focused on looking at the brand as "an experience." Janet Planet, innovation manager on the Wonka experience, shares how Wonka's online community of 300 18- to 24-year-old "creative candy lovers" has given them insight into what the Wonka retail experience should look like.

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Pharma Market Research Report

2010-11-30, RFL Communications

Communispace client GlaxoSmithKline was featured in the latest Pharma Market Research Report. Andrea Harkins, GSK's Senior Research Manager-Integrated Insights, shares how their community helped shaped the alli product in, "How alli's Brand Research Choice Morphed into a GSK OTC Staple." 

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Employees No Longer Baggage, but Blessing—Kraft, Fidelity, Others Tap Workers Not Just for Ads but Focus Groups, Brand Ideas and More.

2010-11-08, AdvertisingAge

AdAge article, "Employees No Longer Baggage, but Blessing" highlights Kraft's Communispace community, "Foodii" of 2,000 employees. The goal of Foodii is not only to get to market faster and improve a product's chance of success, but also to get employees engaged and give them an insider look at initiatives and products.

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Boston Business Journal's Top Women-led Businesses

2010-10-28, Boston Business Journal

Communispace President and CEO Diane Hessan honored in The Boston Business Journal's first list of Top Women-led Businesses.

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Carpe Diem: The Next Generation of Market Research

2010-09-10, ESOMAR Industry Report

Communispace researchers, Manila Austin, Ph.D. and Julie Wittes Schlack, offer their expert insights in ESOMAR'S Global Market Research 2010, Industry Report. For exclusive access to this chapter, click-on Read More below.

For more information or to purchase the full report, please visit ESOMAR's website.
ESOMAR is the world organisation for enabling better research into markets, consumers and societies. 

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Voice of the Customer Isn’t All Talk

2010-08-16, 1to1 Magazine

1to1 Magazine’s coverage of the CDW case study that discusses how the company drove hundreds of millions of dollars in revenue by establishing a customer listening program and also touches on the their work with Communispace.

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Secrets of Engaging Customers in Online Communities

2010-08-09, Forbes.com

Diane Hessan interviewed by Forbes.com in, "Secrets of Engaging Customers in Online Communities"

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Hotel loyalty club members co-create new credit card

2010-07-14, Research Magazine

Research Magazine features a results story from IHG's Communispace Community in, "Hotel loyalty club members co-create new credit card" 

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Hey Social CRM Cart, Here's Your Horse

2010-06-22, 1to1 Media

Debi Kleiman, VP of Product Marketing, guest blogs for 1to1 Media in, "Hey Social CRM Cart, Here's Your Horse."

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6 Ways to Optimize Your Online Community

2010-06-17, eM+C

Debi Kleiman, VP of Product Marketing, contributes to eMarketing & Commerce (eM+C) in the article, "6 Ways to Optimize Your Online Community." 

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Wax On, Wax Off

2010-06-01, CRM magazine

CRM magazine interviews Mark Okicich, former director of marketing at Turtle Wax, on how their Communispace-built community helped Turtle Wax shine up relationships and burnish its brand.

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Don't Make These Mistakes with Your Online Brand Community

2010-05-17, Harvard Business Review

Debi Kleiman, VP of Product Marketing co-authors Harvard Business Review Blog article "Don't Make These Mistakes with Your Online Brand Community"

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Lessons From Leno and Twitter Bombers: 3 Rules for Next-Gen Marketing

2010-03-23, Fast Company

Fast Company article, "Lessons From Leno and Twitter Bombers: 3 Rules for Next-Gen Marketing" highlights CEO Diane Hessan's presentation at ARF's Re:think Conference

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Consumers Are Tired of Hearing About the Recession

2010-03-22, AdvertisingAge

AdAge article "Consumers Are Tired of Hearing About the Recession," written by Manila Austin, Communispace and Graceann Bennett, Ogilvy & Mather, highlights their recent study on the post-recession consumer

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Experienced Hands, Still Valued

2010-03-05, The New York Times

The New York Times article, "Experienced Hands, Still Valued" showcases the unique and diverse employees at Communispace

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Communispace does a nifty two-step, providing clients

2010-03-01, CRM Magazine

The 2010 CRM Service Awards: Rising Stars—Communispace (The Dance Partner)
Communispace does a nifty two-step, providing clients with private communities and then helping to glean information from participants. 

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Has anyone seen the future of research?

2010-02-12, Research Magazine

Research Magazine article, "Has anyone seen the future of research?" highlights the Fast Forward London event hosted by Communispace, BrainJuicer, and OTX

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Online Community is a Big Deal for Bargain Shoppers

2009-05-13, Overstock.com

Overstock.com's Online Community is a Big Deal for Bargain Shoppers

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How to Use Social Technology in Pharma Marketing

2009-05-11, AdvertisingAge

In the AdAge digital blog article, "How to Use Social Technology in Pharma Marketing" Josh Bernoff of Forrester recommends Communispace for companies that really want to engage customers through listening

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Scientific insights from online communities

2009-05-06, Research Magazine

Research Magazine article, "Scientific insights from online communities" features Elsevier’s Yukun Harsono discussing the publisher’s Innovation Explorers Communispace community

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The role of community in the social media landscape

2009-04-22, Business Innovation Factory

Communispace CEO Diane Hessan spoke about the role of community in the social media landscape at the Business Innovation Factory—Click-on the link below to watch the podcast 

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Yes, I'm A CEO Who Really Uses Twitter

2009-04-22, Forbes.com

Forbes.com article, "Yes, I'm A CEO Who Really Uses Twitter" tells Diane Hessan's Twitter adventure

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'Community Giving' Has New Meaning for InterContinental Hotels

2009-04-01, 1to1 Weekly

The 1to1 Weekly article, "'Community Giving' Has New Meaning for InterContinental Hotels,'" explains how IHG turned to their Communispace community to learn what charities their loyalty members value the most

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Using Social Media to Listen to Consumers

2009-03-30, AdvertisingAge

AdAge article "Using Social Media to Listen to Consumers" features commentary from Communispace CEO, Diane Hessan, about the power of really listening

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Following the Luxury Chocolate Lover

2009-03-26, BusinessWeek

Godiva's private online community featured in the BusinessWeek article, "Following the Luxury Chocolate Lover," which highlights their success in listening amid recessionary belt-tightening

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Marketing Execs: Researchers Could Use a Softer Touch

2009-01-27, AdvertisingAge

Charles Schwab's Communispace communities mentioned in AdAge article, "Marketing Execs: Researchers Could Use a Softer Touch" for connecting with consumers in their own voice

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Forrester survey finds social media leading way toward CRM 2.0

2008-12-08, B2B

B2B article, "Forrester survey finds social media leading way toward CRM 2.0" features Citrix Systems' Communispace community for putting a b-to-b spin on CRM 2.0 and social media

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Putting Facebook and Twitter to work

2008-10-23, CNN.com

Communispace mentioned in CNN.com article, "Putting Facebook and Twitter to work"—which discusses the rise in consumer-generated content and social networking tools being used in corporations and IT departments

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Are You Listening?

2008-10-17, 1to1 Media

CEO Diane Hessan featured in the 1to1 Magazine blog post "Are You Listening?" discussing the dual benefits of communities—long term engagements with consumers to drive break-throughs and "fast-track" access to consumer interaction

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Disney/Communispace Win Best Paper Overall Award

2008-09-25, ESOMAR

ESOMAR Awards the Crossing of Frontiers in Research at its Congress 2008—Disney/Communispace Win Best Paper Overall Award

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A Time to Innovate: Some of the business world's most influential women get together to take on the future

2008-09-05, MSNBC

CEO Diane Hessan's involvement in the 2008 Women Presidents' Organization panel mentioned in the MSNBC article—"A Time to Innovate: Some of the business world's most influential women get together to take on the future"

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Intercontinental Hotels Mines Customers for Advocacy

2008-08-20, 1to1 Magazine

1to1 Magazine's Online Edition article, "Intercontinental Hotels Mines Customers for Advocacy" features IHG's Priority Club Rewards Communispace Community

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IHG Tests Power of Word of Mouse

2008-08-19, BrandWeek

BrandWeek article, "IHG Tests Power of Word of Mouse" highlights IHG's email campaign through their Communispace community

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The New Face of Focus Groups

2008-07-23, 1to1 Magazine

1to1 Magazine article "The New Face of Focus Groups" features Debi Kleiman, Director of Product Marketing at Communispace

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Conference Call: Digitas, InterContinental Hotels Group and Communispace

2008-07-09, Direct Marketing News

Conference Call: Digitas, InterContinental Hotels Group and Communispace

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Kraft Tallies $100M in Sales Lift By Tapping Into Online Groups

2008-07-03, Retail TouchPoints

Kraft Tallies $100M in Sales Lift By Tapping Into Online Groups

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MassTLC Announces Communispace as a First Round Finalist for the 2008 Technology Leadership Awards

2008-06-30, MassTLC

MassTLC Announces Communispace as a First Round Finalist for the 2008 Technology Leadership Awards

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Communispace one of the Best Places to Work

2008-04-30, Boston Business Journal

Boston Business Journal names Communispace one of the Best Places to Work

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The value and payoff of private online communities

2008-03-24, B2B Magazine

B2B Magazine asks Julie Wittes Schlack, VP of Innovation and Design at Communispace about the value and payoff of private online communities

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Social Networking's Limits

2008-01-16, CRM Buyer Online

Social Networking's Limits: Diane Hessan, CEO of Communispace, speaks to CRM Buyer Online

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InterContinental Hotels Cultivates Customer Web Community to Improve Business

2008-01-04, Baseline

InterContinental Hotels Cultivates Customer Web Community to Improve Business

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Online Networking Goes Small, and Sponsors Follow

2007-12-29, The Washington Post

Online Networking Goes Small, and Sponsors Follow

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Close Ties: Lessons from FedEx, Schwab, eBay, and others on the customer-driven Web economy

2007-11-26, InformationWeek

Close Ties: Lessons from FedEx, Schwab, eBay, and others on the customer-driven Web economy

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Communicating the Voice of the Customer

2007-11-01, Boston Herald

Communicating the Voice of the Customer

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Conversational Marketing in 2 Mins

2007-05-27, iMedia Connection

Conversational Marketing in 2 Mins

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Let Consumers Control More Than Just Ads

2007-04-09, AdvertisingAge

Let Consumers Control More Than Just Ads 

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Get Customers Involved in Innovations

2007-03-12, B2B Media

Get Customers Involved in Innovations

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Time on Your Side: Rating Your Boss's Flexible Scheduling

2007-01-25, The Wall Street Journal

Wall Street Journal: Time on Your Side: Rating Your Boss's Flexible Scheduling 

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Older Generation Infiltrates MySpace

2006-10-06, TechNewsWorld

Older Generation Infiltrates MySpace

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It Takes A Web Village

2006-09-04, BusinessWeek

It Takes A Web Village: Private online communities are providing special insights into customers' needs

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Welcome to the Anti-Social Club

2006-08-07, AdvertisingAge

Welcome to the Anti-Social Club

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Meet the corporate research department

2006-07-10, The Boston Globe

Meet the corporate research department

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Big Brands Tap Into Private Online Communities

2006-06-09, eCommerce Times

E-Commerce Times: Big Brands Tap Into Private Online Communities

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Wired for Winning Loyalty

2006-06-06, MarketingProfs.com

MarketingProfs.com: Wired for Winning Loyalty

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Communispace named "Cool Vendor" by leading Analyst firm

2006-03-30, Gartner

Communispace named "Cool Vendor" by leading Analyst firm

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WizKid Awards Go to Next-Gen Customer Service Stars

2006-01-23, CRM WizKids

WizKid Awards Go to Next-Gen Customer Service Stars

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2006: A Year of Great Possibilities

2005-12-21, CRM Buyer

2006: A Year of Great Possibilities

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Why Companies Need Your Ideas - How They're Tapping Customers to Develop New Products

2005-02-14, Forbes

Why Companies Need Your Ideas - How They're Tapping Customers to Develop New Products

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Small Business - VC Funds start flowing freely again

2004-04-25, USA Today

Small Business - VC Funds start flowing freely again 

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It Takes a Community

2003-10-01, QRCA

It Takes a Community

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How Communispace Corp. Benefits from its Customer Community

2003-01-31, KM Review

How Communispace Corp. Benefits from its Customer Community

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Does E-learning Equal E-Training

2003-01-01, eLearning Magazine

Does E-learning Equal E-Training

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