Abstract:

Consumers in BRIC markets account for nearly one-third of the world's online population and experiment with social media more broadly than other consumers. Market researchers hoping to use the Internet to attract, involve, and learn from these consumers need to provide settings and formats that maximize engagement. In this multinational study, we describe differences in engagement, conversation topic, and quality of contribution by country and explore those conditions that lead to the greatest vibrancy and quality. We also identify best practices for recruiting and engaging online community members, implications for generating actionable insight, and specific 'to-do's' and case examples.