And Part of Online Research Communities Everywhere
Coauthored by Kevin Lonnie, KLC
In the era of instant connectivity and digital interactions, the traditional man-on-the-street interview is more alive and accessible than ever.
Pioneered by George Gallup Sr., this interview style brought raw, unfiltered insights from everyday people into the spotlight. Over time, however, the intimacy of these interviews diminished as the research industry shifted to telephone and then online surveys.
Let’s be honest: does anyone think “SurveyMonkey” and feel a personal connection?
Despite these shifts, the man-on-the-street interview has not lost its relevance. Here’s why:
- Authentic Voices in Marketing: Every day, thousands of social media ads, influencers, and TV commercials leverage real user voices rather than relying solely on claims, facts, and objective proof. This approach can resonate more deeply with audiences.
- Humanizing Tech Development: For innovators, man-on-the-street interviews remain a staple in agile training and scrum workshops. They connect developers with consumers, adding a human touch to technology briefs.
- Real-time User Feedback: Dan Heath (Upstream, 2020) often speaks of a developer refining his user interface at a local Starbucks. When curious patrons showed interest, he let them see his screen and progress, inadvertently gathering critical feedback during an early stage of development.
- Consumers as Collaborators: Casual consumers enjoy providing feedback and ideas, contributing to a sense of community and shared success.
Building an Online Community:
Today’s Man-on-the-Street
Tapping into the unmet needs of passionate consumers is crucial. An online community of engaged users offers a contemporary twist on the man-on-the-street interview, opening valuable conversations and making deeper connections.
What is an Online Community?
An online community consists of people who share a passion for a brand or product category.
Imagine a group of frequent fliers with a love-hate relationship with their primary airline carrier. These members aim to improve their experience with the brands and products they care about.
- Engaged Participants: Unlike typical survey respondents, online community members are invested in your success, providing real-time, constructive advice by digging deep into the “why” of their behavior.
- Integrated Development: The community connects all aspects of your development team, from strategic insights and creative expression to user experience and technology build.
- Customer-centric Approach: Online communities elevate customers to partners, allowing firms to achieve genuine customer-centricity. This dynamic fosters customer co-creation, yielding stronger concepts inspired by real user input.
Online Communities in the Real World
1. Rapid Insights for Crisis Management
Case Study: Major Airline/ Social Media Disaster
When a major airline changed its frequent flier program rules, social media backlash was swift. The C-suite needed immediate insights to address the fallout. Thankfully, their existing online community of frequent fliers provided:
- Timely feedback to confirm or refute social media sentiments
- Clarification of underlying needs driving the outcry
- Concepts to adjust the frequent flier plan and mitigate brand damage
This allowed the airline to swiftly modify their strategy and directly address passenger concerns, demonstrating that they listened and acted quickly.
2. Customer-inspired Product Development
Case Study: Verizon Hum/ New Product Launch
Our challenge: How might we create an app that turns any car into a “smarter” car?
User input revealed that a car is a meaningful “third place” in its owner’s life, offering potential emotional benefits. The community explored:
- Relevant features and functions intersecting consumer relevance and technology capability
- Brand promise
- Product messaging
Complemented by an ethnographic study, the community’s input helped launch Verizon Hum in 2017, which remains a key part of Verizon’s product portfolio.
Today, the man-on-the-street interview has morphed into online research communities. These digital hubs deliver real-time insights and foster co-creation, proving that a spontaneous human voice can still shape innovation and customer experience.
Many thanks to my collaborator Kevin Lonnie, CEO, klcommunications, a leader in online communities for 20 years.
Lessons from the Field are inspired by decades of brand marketing experience, where we always stayed close to the consumer, and close to the work. If you’re interested in what an online community could do for you, let us know. As always, your questions and comments are welcome.