Abstract:

The ideas outlined in this paper will seek to improve the profitability, profile and value of market research agencies across Asia. The paper shows how the creation and management of online communities can move market research from being a cost centre to THE knowledge centre of business, by creating a direct line of communication between the business, marketing services suppliers and customers, in real time. The paper is designed to ignite a discussion within the market research profession and beyond that within the wider marketing services sector and marketing profession about the role of communities, word of mouth marketing, and brand advocacy.