Communispac

Submitted by Group 9

Sarmista Priyadarshini PGP09029

Deepanshu Tiwari PGP09006
Ankit Bagla PGP09002 Shivangini PGP09036
Sindhujaa PGP09048 Vikrant Chaudhary PGP09061
 As a brand manager would you
use Communispace’s service?
When would you use it? When
wouldn't you use it? What are the
advantages and disadvantages of
this market research tool
compared with alternative
methods?
2
We would use Communispace’s service due to the following
reasons:
• Communities are purpose- driven rather than profit driver
• Highly valuable insights as it screens the respondents and
selects them according to the company’s criteria
• Option of receiving insights about the product within 24
hours
Disadvantages:
• Long time to recruit community member
• Communities have to be maintained for at least one year

What is Communispace’s
competitive advantage? How is
the company creating value?
3
• Competitors were focusing on Surveys, Focus-groups, public
online communities
• Communispace-First mover in online community space
• Providing a real understanding of customer’s needs,
preferences and expectations through refined and better
insights
• Extensive experience
• Depth of deliverables
 • Its business model is 12- month subscription-based model
wherein communities are created for a year to know the slowly
evolving broad insights as well as the insights according to the
What do you think of
changing trends.
Communispace’s business model?
• It is different from that of traditional market research companies
How is it different from that of
due to the following reasons:
traditional market research
• Traditional market research on surveys and focus groups and it
companies?
takes a lot of time whereas by the community a customer input
can be known within 24 hours of the request.
• You get the slowly changing customer perception over time
• It focuses on invitation-only communities which are effective for
insight generation by focusing on the right people.

4

If you were Diane Hessan, would
you extend the brand
Communispace to launch a WOM
product? What impact would this
brand extension have on the
company brand?
5
• Company can go into this WOM product as the market is a
growing market and for CPG goods it is a requirement where
company is providing research on the art of listening and this
would be additional to it
•
By launching the “WOM”, the company would be going into
“Product Development:. But for this to happen the company has
to reposition itself or else a new brand has to be created
Thank You