EFFECTIVE MARKETING STUDIES
Short Term: takes from 3 days to 3 months, the length of time required to achieve the specific objective of a project ad hoc.
Long Term: tends to estimate a number of issues to investigate instead of having a specific target. It is a resource for an organization. Time approximately 3-6 months or more.
PRODUCES MUCH FASTER RESEARCH WITH LOW COSTS (IN THE CASE OF CONTINUOUS COMMUNITIES)
GENERATES INSIGHTS OF HOW BRAND COMUNICATIONS COULD WILL BE IN THE FUTURE
ALLOWS CONSUMERS ACTIVELY PARTICIPATE IN DISCUSSIONS RELATED TO BRANDS AND SERVICES ALLOWING THEM TO REALLY “MAKE A DIFFERENCE” OR LEAVE A FOOTPRINT.