Research Director Lies Vandaele and Research Executive Sofie Vromant together are in charge of community management for Ipsos in Belgium. In this article they explain how they use CMNTY for community research.
As a leading Market Research firm, Ipsos had been steeped in online research using bulletin-board discussions. They saw, early on, that doing online research was a quick and cost-effective way to gather information from groups of people. However, in an evolving technological landscape, they wanted to make sure to keep up with the tools available to them so that they could continue to offer cutting-edge services to their own clients. Ipsos wanted to go beyond bulletin-boards and offer engagement methods like ideation challenges, private journal activities, and quantitative integrations as well. “We wanted a comprehensive, full-featured solution with many options to support diverse needs of longer-term projects with the necessary flexibility to be used across a diverse, European landscape.” says Lies Vandaele.
Ipsos was able to find a solution that could give them the flexibility and features they wanted and, as an agency, they were also able to take advantage of our CMNTY Cloud solution which allowed them to turn platforms on and off on a day-by-day basis. “What we like most about doing Community Research with Cloud is the fact that we can easily set up our projects. We’ve found that ‘pop-up’ communities are very successful, and now we can open up a community for just a couple of days, for example, to quickly gather answers on a certain topic. When we’re ready for the next phase, we love knowing that we can always open the community up again to discuss the next topic. This is nice for the members because they know exactly what is expected and can be efficient about the time that they spend contributing. Of course, this is also beneficial for us and for our clients, since we have a means to gather answers quickly.” Additionally, it was important that when they “were comparing different vendors, one of the major benefits that we found with CMNTY Platform was the fact that the platform was available in Dutch and able to support multiple languages in one platform. This was very important for us because, here in Belgium, we speak both Dutch and French.”
Ipsos has had continued success with their online communities and communities continue to be a strong offering in their services. They remarked that “the thing that surprises us the most is how open members are in online communities. We recently did a project about hair removal (in intimate places) and we got very comprehensive responses — much more comprehensive that we could have ever gotten with more traditional, face-to-face interviews. The online nature of the communities helps to remove a little bit of the inhibitions you might see in-person, while also creating a safe space for members to feel comfortable sharing and connecting.”