Abstract:

Online research communities are the new star in market research. These online platforms connect a company with a group of interested and interesting consumers to collaborate with in qualitative research. With the rise of social media, Asian consumers are ready to co-create the future of brands, more than ever. But, are companies also ready for it too? In this article, we share a couple of tips on how to successfully collaborate with consumers in Asian markets, all illustrated with case studies . We also outline the key benefits of this relatively new method, and outline a simple, but very useful framework, to check the method effectiveness on 3 levels: 'automational', 'nformational' and 'transformational' benefits.