Communispace Research Insights

Walls Fall Down

Building community and building trust with Chinese consumers

In this study, we examine three of Communispace’s private, Chinese-language online communities, representing over 1,000 consumers. What emerged was a holistic picture of intrinsic and extrinsic motivations for participation, how members perceive the community in relation to other online venues, and the various characteristics of an environment that engenders trust, honesty, and mutual sharing. We distilled our experiences thus far in translating our own business model to China into lessons for any company hoping to break down the barriers to customer engagement.

BRIC by BRIC

Building Engagement in Online Communities

In this multinational study, we describe differences in engagement, conversation topic, and quality of contribution by country and explore those conditions that lead to the greatest vibrancy and quality.

Connecting with Connected Consumers

To explore how mobility affects the lives, lifestyles and expectations of the typical U.S. consumer, we tapped into nearly 200 members of the IdeaSpace, Communispace's proprietary online communities. The sample reflects a mix of male and female respondents, with a slight skew towards women and a majority under the age of 45. These members currently own a digital device or plan to purchase one within the next six months.

Tech Fast Forward

Plug in to see the brighter side of life

Over two phases of research, we surveyed 1,200 U.S. parents with children aged 3–12 in the household and qualitatively explored key topics with 112 tech-savvy community members and their kids. In particular, we wanted to understand how parents and children who are embracing technology might differ from their less tech-savvy counterparts, and how what we call “Tech Fast Forward” families might be blazing new trails for the rest of us.

¿Me Entiendes?

Revisiting Acculturation

Latinos are currently becoming the fastest growing consumer group in the U.S., challenging marketers and demographers to take a fresh look at what it means to be—or become—an "American." The demographic buckets commonly employed in market research do not really reflect the Latino experience, nor are they capable of sorting Hispanics into meaningful, actionable segments. Yet, reaching and engaging Latinos is a critical objective for brands today, and will continue to be so for decades to come. It is a real dilemma for marketers, and one that we have experienced firsthand at Communispace.

Local Eyes

The newly focused consumer lens

This study puts the “buy local” trend under a microscope, exploring where localism fits into today’s consumer consciousness, how notions of “localness” vary around the globe and the attributes and experiences people seek when buying local. A roadmap emerges for how global brands and marketers can develop the practices and messaging that will tap into the hunger for much of what localism implies.

21st Century Market Research

Leaving our comfort zone

The emergence of social media challenges us to recognize and figure out how to intelligently embrace a new way of doing research—one that is sure to generate insight, to both inspire and inform, and to provide strategic value. We see an integrative paradigm emerging—a 21^st Century model.

Eyes Wide Open, Wallet Half Shut: The Emerging Post-Recession Consumer Consciousness

As thought leaders and experts in understanding consumer behavior in the context of our culture, Ogilvy and Communispace teamed up to make sense of the effects the recession has, and will have, on Americans.

Finding the Right Social Media Mix for Market Research

This Alert Magazine article was written by Julie Wittes Schlack. It explores how and when to use panels, online communities, and Web mining independent of and in conjunction with one another in support of these two essential objectives.

The Sandwich Situation

Over the past several years, marketers have identified a growing consumer segment known as the “sandwich generation”—those simultaneously taking care of aging parents and young children. But do they understand this population? Do they serve it with relevant messaging, products, and services? Our research suggests that many brands do not.

Breakthroughs without Borders—Generating cross-cultural insights in multinational communities

Data for this study were collected in February–March 2009. We surveyed members from 12 multinational communities to assess differences on cultural dimensions. We studied how members engaged and how they communicated online to assess qualitative differences in language and participation. All-in-all, over 1,000 global customers and consumers participated, representing 37 different countries

C-Suite to Main Street: Bridging the Divide

The study summarized in this report is intended to help you—CMOs, CEOs, and Brand Managers—understand where your lives, experiences, values, concerns, and aspirations do and don’t intersect with those of your customers. We think you’ll be intrigued by some of our findings, and validated by others. But most importantly, we hope that you’ll find the common ground on which you and your customers can undertake the joint effort of rebuilding fresher and stronger relationships.

Colorblind

Colorblind is the result of a year-long partnership between Continuum and Communispace Corporation. It is a groundbreaking cross-industry study of the “green” attitudes and behaviors of consumers across the country, assessing not just what they say they want, but what they actually do, and providing actionable insights for business in general as well as specific industry verticals.

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Communispacxe?

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About

Why
Communispace?

Research
Insights

Clients

Tips &
Tools

News &
Events

Macro Trends

Walls Fall Down

Building community and building trust with Chinese consumers

BRIC by BRIC

Building Engagement in Online Communities

Connecting with Connected Consumers