…BUT STOP BEFORE THE NEVER-ENDING STORY
However, would you be very tempted to take part in a long-term discussion?
Probably, not really… As long as there is relevant input to engage the
community, the discussion can be continued. Though, next to potential
boredom, keeping the community going for a long time has another risk: if you
spend too much time talking, you are eventually creating fans.
Remember that’s not a smart idea? So, be careful not to create a never-ending
story just because you want to be on the safe side or because it seems
convenient.
GO LOCAL FROM START TO FINISH
Most of your consumers can tell you
what you already know.
There are the few who can articulate
unmet needs within your category and
come up with ideas to solve them: the
Lead User
Winkle moderators are native speakers in each market who encourage deep
exploration of each topic. Obviously, local knowledge is important to put all
the community comments into the right context. But there is more to it.
For example, turning up the frequency of discussion topics can help in getting
more active responses in a Japan. Explained by the Japanese Winkle
moderator as the effect of the ‘home-work society’. Or another example,
adjusting written concepts for Sweden so that both parents are addressed. As
the Swedish moderator puts it ‘it would be a monumental mistake to speak to
mums only’. From the design of the community to the topic discussion flow,
the cultural context is of the essence from start to finish.
AND LAUNCH GLOBALLY IN NO-TIME
Time is scarce. Even if you ‘only’ spend a couple of weeks talking with
consumer in a Lead User Community. There is always the urge to be on top
of it on one hand, though a lack of time to spend reading reports. So don’t.
Winkle Lead-User Communities are set up across markets and monitored
while working closely together with client teams. Per project we assess the
best way to keep everyone informed, such as through topic updates and calls.
"Thanks so much for the great work and partnership.
Lots of insightful things that have led us in double
quick time to a positioning that feels really distinct."–
Senior strategy director Interbrand
To wrap things up, Winkle Lead Users help to pin point and find solutions for
what is missing in a certain category. This is done in a set period of time and
fully embedded in the local cultural context. Taking advantage of an iterative
approach that balances digging for issues and polishing solutions. Last but
certainly not least, clients are cherished by only involving them at the crucial
stages of the research process.
– winkling out smart ideas! www.winkle.eu