Just wanted to share some of the stuff we’re doing on the scenarioDNA side of thing:
We’ve been talking with Neighborhood America for years about its enterprise social network solutions. And at our clients’ urging, we’ve finally decided to jump in and do something with them. In this case, we’re exploring networked consumer panels, and we’re calling the collective intelliVillage™.
The key to a dynamic intelliVillage™ is to populate it with consumers who are already engaging in behavior that is in step with the brand in question--looking beyond demographics and beginning at a point of passion. And that’s where we get our kicks—looking for the most engaged. People already engaged in brand-related activity can evolve into excellent brand facilitators, even if they’ve never met the brand before.
The coolest part is that now we will be able to homerun all data—from mobile polls to online surveys to ethnography--into one easily accessible bucket where it can be compared and contrasted giving all info equal weight.
Because the age of the early adopter has begun to shift behind us, it’s critical to evolve the way we look at consumers.