SOURCE: MarketTools

November 30, 2007 16:10 ET

MarketTools Presents Opportunities and Pitfalls of Tapping Into Online Communities and Procter & Gamble Case Study at 3rd Annual MRS Online Research Conference

LONDON--(Marketwire - November 30, 2007) -

WHAT:   Mike Waite of MarketTools and Özge Odman Schmid of Procter &
        Gamble will take the stand to talk about the opportunities and
        pitfalls of tapping into online communities for observation,
        insight and co-creation.

        MarketTools, which manages a network panel of more than 3 million
        individuals worldwide and online consumer communities for clients
        like Procter & Gamble, will discuss the value of "listening in" to
        the conversations taking place in these online communities for
        insight. The use of extraordinary new technologies to mine millions
        of blogs for relevant consumer conversations on critical issues and
        the insights that can be gleaned will also be discussed. Procter &
        Gamble will then outline examples of how these approaches have
        impacted its business decisions.

WHEN:  Thursday, 6th December 2007 at 10:00 a.m. GMT.

WHERE: 3rd Annual MRS Online Research Conference at the Café Royal in
       London. This dynamic and timely conference will enable brands and
       professional market researchers to gain a fuller understanding of
       the differences between the benefits of online research verses
       other mediums and growth markets. For more information on the
       conference, please visit

WHY:   The digital democracy, which has evolved from Web 2.0, has enabled
       businesses willing to open up their marketing and research
       processes to discover new ways of connecting with customers. Market
       Research, with all its traditional methodologies, has been slow to
       embrace what the Web can offer. Unlike traditional research, which
       starts with a question and presumes that marketers know what
       question to ask, community-led learning starts with observation and
       leads to participation and engagement. Community members tell
       marketers  what is important and work collaboratively on solutions
       -- it's a much more organic approach and leads to actionable
       insights and ideas that would not have been possible before the
       advent of online communities.

WHO:   Mike Waite, managing director at MarketTools, is responsible for the
       company's panels and communities business. His team creates
       community-centered solutions to deliver insights, innovation and
       influence. These solutions draw on MarketTools' panel and community
       expertise, innovative technology and vast recruiting reach. A
       frequent speaker on online communities, Mike has also published a
       number of articles on the use of online communities for innovation,
       collaboration and influence. Prior to MarketTools, Mike led product
       management and marketing for brands like PowerBar, Moonstone, Alamo
       Rent a Car, Nestle Beverages and others. Mike earned a BS in
       communications from Cal Poly University and studied international
       business and economics at the University of Copenhagen.

CONTACT: Media interested in speaking with Mike Waite about the impact of
         online communities on marketing can contact Janine Wood of
         Armadillo Consulting in London at +44 (0)844 800 2052 or, or for US inquiries can contact Marisa
         Dulyachinda Borgasano or Gina Titus of Schwartz Communications at
         (415) 512-0770 or

About MarketTools

MarketTools is the defining provider of on-demand market research, giving companies and individuals the ability to continuously understand their target customers through innovative approaches based on advanced technology, research expertise, global market reach and an online panel community of over 2.5 million individuals worldwide. MarketTools' full-range of research applications and services provide organizations from blue chip companies to small businesses and non-profits with unique access to their target markets to uncover unmet needs, reduce time to market and capture market share. Further information:

Contact Information