Abstract:

Insights generated from interviews with hard to pin down stakeholders (ex. C-suite executives from customers in the B2B arena) can provide a benefit for planning corporate strategy. Online bulletin boards provide a powerful and flexible way to interact with senior audiences, generating high engagement and rich data for analysis and interpretation. This paper includes case study detail from an evolving program of studies with key international stakeholders for Philips, leveraging online bulletin boards to generate insights which drive critical brand strategy decisions. Weakening the distinction between corporate client and isolated research respondent brings both challenges and opportunities.