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Hmmm, interesting to hear that US — Condé Nast have launched an online community, called the “Style Society”, which it describes as a “social hub for forward-thinking, style-focused women”. Run in conjunction with Ipsos North America, it aims to collect brand insights, product testing and co-creation opportunities from 2,000 women.

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Such methods of consumer insight have been used my research agencies for years, and have been very successful for the likes of companies such as YOUGOV whose methodology is to obtain responses from an invited group of Internet users, and then to weight these responses in line with demographic information. Panel members, volunteer members of the public, are credited with 50 points for each survey they complete which typically take around 20 minutes to complete (up to 100 points for more time consuming ones). When 5000 points are accrued, users can opt to have £50 sent via bank transfer

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Condé Nast, publishers of Vogue, Vanity Fair, Glamour, Allure, Epicurious and Style.com, are using the community to offer readers the chance to voice their opinions via forums, contests and polls in exchange for rewards such as Sephora gift cards and tote bags. Participants may also get an opportunity to influence projects the publisher is working on or to write weekly blog posts from Style Society looking at trends and tips from their favourite magazines and websites. These would be used as advertorials for the brands.

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I think this is great for making the views of existing customers feel appreciated, but I would be interested to see what sort of cohort of women will be invited to participate, and what this will mean for the outcome of future products, publications and branding.  Let me know your thoughts!

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