We live in a time where people are highly connected – with friends, family and of course brands.
We’ve seen the power of bringing the voice of the customer into organisations through our online communities. The result has been an engaging and agile experience for both our clients and their customers. Speed is key and the ability to turn around results fast has been a game changer. We’ve seen the research paradigm change within the last few years, with our clients wanting deeper consumer connections. It’s all about them wanting to connect and be truly customer-centric.
It’s an approach that has been great for FMCG clients, as well as service and media clients. It means that ideas can be tested, refined, retested – a truly nimble way to bring about innovation and NPD. It’s a dynamic tool putting customers at the heart of business decisions.
Viewers call the shots
Many organisations talk about the need to be more customer centric – TVNZ are walking the talk. In such a fast changing media environment, TVNZ recognised the need to bring the viewer to the forefront of organisation decisions. And so TVNZ’s The Green Room online community was born. Using the power of their own media and with the backing of a TV commercial endorsed by the CEO, community membership has grown from zero to 7000 in under a year.
The Green Room Community has enabled TVNZ to keep a finger on the pulse of the nation and to front foot decisions – whether it be about content, channel development, trade marketing, changing technology and media behaviour or simply understanding general issues affecting NZers day-to-day lives.
The growth in community membership reflects the power of TV as a communication medium and consumers’ desire to influence the future of their favourite media.
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