In order to give our customers more insight into our 'research kitchen', we wanted to give them the opportunity to take a look in one of our communities. Because the platform had to be (possibly) interesting for a multitude of customers, we did not want to hang the design on the problem definition of one customer. We wanted to make it a community in which multiple customers could take a look and in which they could also submit issues. That is why we chose to invite a broad target group to be surveyed: young fathers.
Early 2012 we finished the preparations and started Daddy Cool. The community ran for over four months, from early January to early May 2012. An educational period that gave us the necessary insights, especially with regard to the criteria kuwait telegram data that influence the success or failure of a community (as you can read below). We also learned a lot from the issues that we raised in the community. A number of topics were of special interest to the participants, such as cars, gadgets, holidays and (online) shopping. With the information from these discussions we were able to set up a number of nice reports. A number of insights in brief:
Daddy Cool makes sure his children have a good breakfast, but hardly takes the time to have a good breakfast himself;
he does cost-efficient shopping from the comfort of his own home, but not with the help of group deals or discount sites;
At Daddy Cool, the love for cars is on the back burner and functionality is central;
when choosing a holiday destination, Daddy Cool sacrifices himself for his family;
Daddy Cool hardly watches “live” TV anymore.
Activating a difficult target group: what should I pay attention to?
We discovered that a research community for a difficult target group as we outlined above must meet a number of criteria if it is to be successful. The success rate is measured by the level of participation of the participants. Of course, these criteria basically apply to all research communities, but in order to activate a difficult target group, some points require some extra attention. Let's start with the list of criteria that are crucial for every research community.