Another great case came from Meredith Corporation and Communispace. Meredith Corporation is the publisher of a magazine called The Ladies' Home Journal. They wanted to revitalize and transform this magazine to attract a younger and broader target audience. The solution they came up with was to give readers a big influence on the content of the magazine. Among other things, by asking them for inspiration and ideas and by actually letting them write articles and giving them a leading role in specific sections (for example, a cooking section in which a reader explains a specific recipe). To realize this, Meredith, together with Communispace, created a continuous online research community. This unites 300 women from the target audience. The research community has been delivering unique and actionable insights for several years. It offers inspiration, input for articles, feedback on concepts and also creates content for articles. Based on the insights canada telegram data from the online research community, got a complete makeover.
So there is a lot of enthusiasm for online research communities, or as the person responsible for Coca Cola's global research put it: “Panels and communities help us make great business decisions”.