I’ve blogged a bit before about the importance of the participant experience in online communities, but what about the client experience? A great post over at the Yellow Submarine blog on “The use of pictures in qualitative research” got me thinking again about how important the experience of the client is in qualitative research (or really any type of research). After all, what use is research unless it causes people to think or act in some meaningful way as a result, and a great way to get them to do that is to put the data in the most compelling/accessible format possible.
The question, of course, is how exactly do you go about making that experience compelling? How do you engage your direct clients (and their stakeholders) around your research? Here are a few ideas (among many) to consider:
- “Bite Size” Findings – Most people just don’t have the time to read through exhaustive research reports. They need the here and now, as quickly as possible. With the popularity of Twitter, why not think about the “140 character insight.” Challenge yourself to distill the finding or recommendation into 140 characters or less…
- Reconsider the Delivery Mechanism – Speaking of Twitter, why not consider ways to continually deliver these insights through a “Twitter-like” mechanism. We use a really useful application called “Co-op” here at PluggedIN to stay connected with each other. Why not try something like that for findings?
- Building Community Around Community – OK, so I’ll admit that most people are already too busy to participate in a separate community, but to what extent can you get them to engage around the community by using many of the same strategies used to build a vibrant customer community? Why not try games, friendly competitive activities, sweepstakes, awards, individual recognition, etc… to engage stakeholders and encourage them to interact with research findings in a meaningful way?
These are just a few strategies, but there are obviously many more… Feel free to share any ways that have worked for you in the comments to this post.