Building Leading-Edge Consumer Community

Online leading-edge consumer forum

Recruiting the right people is essential to get high quality from qualitative user research. Recently, we increasingly get feedback from leading-edge consumers on potential ideas and prototypes. They offer valuable input to existing and new products contributing innovations. However, recruiting leading-edge consumers requires time and effort. The Context An FMCG company wanted to create a consumer community with around 10 – 15 leading-edge Japanese consumers who can objectively and creatively characterize their user experience of beauty care products. The Challenge Recruiting “leading-edge” consumers in the limited time Initially, the definition of “leading-edge” consumers was general. For example, the leading-edge consumers could be beauty freaks. They could be semi-professional beauty editors, […]