Private online communities offer a unique way for sponsoring companies to actively listen to and build relationships with their customers and key consumer groups. One popular use of a dedicated online consumer community is to test new concepts or packaging ideas, and our clients have found that member feedback is a reliable and cost-effective means to do this. Additionally, we have observed that community members become increasingly loyal to and enthusiastic about the companies that sponsor them. This research was designed to explore the possibility that members provide systematically more positive product evaluations as they spend more time participating in company-sponsored online communities. In particular, we decided to focus our efforts on consumer packaged goods (CPG) communities as they represent a large portion of our clients and would afford us a large and robust sample for analysis.