Engaging leading-edge consumers online

At Dub we’ve been using online tools and methodologies to engage consumers and experts for a long time now. However, it’s the leading-edge consumers that are offering some of the most original, creative thinking and freshest insight possible using online methodologies. So we thought we’d share our thinking on why this is the case.

Authenticity and spontaneity
Leading-edge consumers - let’s call them LECs - are by their very nature the first to grab hold of new technologies and forge new behaviours. They are hyper-connected and most use mobile, internet-enabled devices to communicate all day everyday. This is the key - it’s second nature to them to share and communicate online more than any other group. As such, insights captured online are authentic, spontaneous - the communication behaviours simply aren’t being forced upon them.

Richer, deeper, more candid
By allowing LECs more freedom to participate how, when and where they chose, you give them license to flex their creative muscle and deliver content of the richest order. LECs are at-home producing their own video content of the quality you’d expect to see on TV, and when the pressures of alien environments are removed, their creative juices are unshackled!

Moments of truth / moments of use
LEC will have a variety of ‘capture’ tools with them at all times, so gathering their moment of use or moment of truth is ever easier. So whether its in a store, on the street or around the world, you (the researcher) will literally be with them 99% of the time.

A collaborative mindset
By removing frontiers and time differences, and creating cross-cultural collaborations to generate ideas and fresh thinking that is relevant globally. LECs are more comfortable exchanging ideas, views and experiences online. A large section of LECs are also online gamers, who’s skills, abilities and experience in large-scale collaboration are second to none. While many people view gamers as time-wasters, under the surface they are learning and developing collaborative skills that can be put to use in many ways, including their professional lives.

Standing out
To be noticed  and get your message across online you must have something be bold and outstanding, and be hyper-connected so that your message cascades quickly. This means being outspoken, taking risks and being creative, all aspects of modern design-thinking that feed positively into online idea generation.

To find our more about how you can engage leading-edge consumers and involve them in your business, contact Stephen Cribbett

Categories: Co-creation, Crowdsourcing, Market Research.
Tags: consumers

No responses.