The Puzzle
Sage wanted to get closer to customers – so that customers would be more central to business decision making
It also wanted a way of conducting tactical and strategic research quickly and cost effectively
It therefore asked Jigsaw to recruit and set-up a B2B community of Sage customers
The Pieces
B2B communities are more complex and generally need more attentive and sensitive management than consumer ones
Key elements of our approach:
- Recruitment: using a combination of mailing the customer database, followed by individual qualitative recruitment to screen and onboard
- Panellist engagement: using activities such as regular newsletters (highlighting impact of the research), filler tasks, decent incentivisation
- Stakeholder engagement: including branded dashboards, access to raw, in the moment data, shared timetables and ability to request questions/projects
- Research tasks: including surveys, video blogs, WhatsApp diaries, quick polls, pop-up panels, depth interviews, etc
The Picture
The community was successful during its lifecycle
Research was fast paced and cost effective and provided timely insights into tactical and strategic projects, including:
- Development of new value added features
- Advertising
- Attitudes towards sustainability and related issues
- Exploration of customer service needs
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