Odette Vlek is Senior Researcher at Ruigrok|Netpanel. Within Ruigrok she oversees all community research projects.
Ruigrok was looking for a software solution that enabled them to add research communities to their list of research methodologies. “Online communities are really great for mapping customer journeys. In particular, if you are looking at customer journeys where unconscious or routine behavior plays a big role, you can get people to think and reflect on their own behavior, uncovering some very fascinating and deep insights.” says Odette.
Ruigrok tested several tools but fell for the toolset that CMNTY had to offer. “The thing that really stood out to us was that CMNTY offers a really high quality product. Not only did it have the functionality we were looking for, but we could tell that your team put a lot of thought into the tools — they are really innovative. We know, from how varied and comprehensive the offering is, that CMNTY spends time looking closely at the market to build software that will help drive our research. Ultimately, we feel that by using CMNTY, we provide the best, most innovative community solutions to our own clients.”
Fortune 500 brands are among the clientele of Ruigrok|Netpanel and this means that conversations with consumers are a big part of what Ruigrok does. Having the chance to interact and gather insights quickly is very powerful because they can quickly gauge values and understand customer feelings. The open ended nature of communities also means that brands can get information they may not have initially set out to collect, but that ends up being really useful to them.
Within her research projects, Odette uses communities as a method to inspire: “I still get surprised every time I run a community — not only by content (what people say and how open they are) but also the quantity of information they share. Most of the time, members are really active right from the start. I think that when you invite people with some common background or interests, the conversations just come naturally.”