Karen de Visch is Senior Research Consultant at Profacts. She gets to be involved in both quantitative and qualitative research, and likes that variation. She has a strong affinity with online work, so is often asked to run online qualitative research projects.
Like any diverse market research agency, Profacts does research in a lot of different sectors. For example, they do projects that revolve around advertising, quantitative research (things like market segmentation), and also qualitative research, both on-and-offline (focus groups, individual interviews). They recently started doing community research and were looking for community software when they came across CMNTY.
Karen explains: “The first project we did using CMNTY was for a prominent radio station that was interested in changing their direction a little bit. Our research focused on understanding how their listeners felt about the different artists and voices out there, how the company’s slogan was perceived, and what general impressions of the company were. We presented the community with new possibilities for the company brand and monitored, over a series of months, how their opinions adjusted to several new directions. It was actually a very extensive research project. We wanted to change the company’s brand, but at the same time, they needed to stay the same — at least enough to remain recognizable to their fan-base. Luckily CMNTY Platform gave us the tools for that.”
At the end their first community study, Karen was really proud of how many clear suggestions she had for her client. “In our first week, we took a close look at what community members noticed and mentioned about the brand. We collected lots of feedback, studied it closely, and made small changes to the brand concept. In the second week (a couple of months later) we tested our new concept to make sure that reactions were positive. At the end of our study, we were really proud at how many clear suggestions we had for our client. The community was very successful for this kind of research. Our community made gathering research and insights easy. Getting over 4000 contributions from just 100 community members felt amazing!!”