Over the past years, stimulated by the rise of social media, ‘conversational marketing’ techniques have gained tremendous importance. Lots of books have been published on the topic and a large number of companies have rolled-out a program to observe, feed and manage the offline and online conversations.

More and more, companies are trying to unlock the power of brand fans. Unilever Benelux decided to initiate a long term conversation with Ben & Jerry’s fans to leverage this idea. Together with InSites Consulting, Unilever Benelux set-up an online market research community with 225 participants in Belgium and the Netherlands. The community was actively used over the months June, July & August 2010.
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