Knowledge Networks Draws on Online Communities

US online research firm Knowledge Networks has partnered with interactive publisher morefocus to launch KnowledgeCommunities - a new service offering ongoing marketing feedback from consumers in niche groups such as ailment sufferers, home improvement buffs, and wine enthusiasts.

During its seven-year history, morefocus has built more than 2,000 online consumer groups with shared interests. The groups include 1.4m consumers with an interest in health issues, 695,000 interested in exercise, 671,000 in gardening and 237,000 in travel.

KnowledgeCommunities will tap into these consumer and patient groups to access people with a high level of expertise and engagement in a particular subject. The company hopes this approach will enable marketers to reach early adopters as well as enthusiasts.

Patricia Graham, Executive VP at Knowledge Networks says: 'morefocus has created a uniquely inviting and respectful environment for its users - an approach that is fully in keeping with our high-quality approach to research and respondent management. Our joint efforts will deliver insights unavailable elsewhere. As consumers become more elusive and time-crunched, the community model holds great promise for delivering ongoing research that is both reliable and supported by deep knowledge of the respondent.'

The two companies' web sites are at www.knowledgenetworks.com and www.corporate.morefocus.com.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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