afdfq^i=k^qfsbpfÉÇÉêÉ ÇáåëÇ~ÖT=ïÉâÉå ä~åÖNSì=Ó NTì

NSLSW=afdfq^i=^asboqfpfkd_~ë=aÉêâë

OPLSW=`oj=C=a^q^_^pbj~êá~ååÉ=oçÄÄÉå

PMLSW=pl`f^i=jbaf^pàçÉêÇ dçÇÉêáÉ

TLTW=olf=áå=kÉï=j~êâÉíáåÖh~êáàå î~å=ÇÉå=_çëëÅÜÉ

NQLTW=pÉ~êÅÜ=~åÇ=ÄÉ=cçìåÇoçÖáÉê `êçÉë

s~åÇ~~Ö

qeb=fjm^`q=lc=afdfq^ilå=çìê=äáîÉë=íçÇ~ó=C=Üçï=áí=ÉåÜ~åÅÉë=Äê~åÇë

låíãçÉí pàçÉêÇ

sêáàÇ~Ö~îçåÇ ï~ë=îççê ÜÉãÁ

a~åâòáàÁ

eáà Ü~Ç=îÉÉäÁ

bå=~~åÇ~ÅÜí

bå=Ç~í ï~ë=çâIÜáà ïáëí åáÉí ~åÇÉêëK

eáà îÉêíêçìïÇÉÁ

sççê ÄÉíêçìïÄ~êÉ áåÑçêã~íáÉã~~âíÉ Üáà ÖÉÄêìáâ î~åÁ

t~í áë=Éê Ç~å îÉê~åÇÉêÇ\

eáà ÜÉÉÑí åçÖ ëíÉÉÇëÁ

j~~ê ççâÁ

bå=Üáà áë=~ÅíáÉÑ çéÁ

aáíaáíaáíaáí ä~~í Üáà äáåâë=äáÖÖÉåÁ

få=éä~~íë Ç~~êî~å ÖÉÄêìáâí ÜáàÁ

eáà ÜÉÉÑí ÖÉÉå îÉêíêçìïÉå ãÉÉêáåÁ

t~åí=ÜÉí òáàåÁ

eáà îÉêíêçìïíÁ

t~åí=Ç~í òáàå ãÉåëÉå ãÉí=ÇÉòÉäÑÇÉëã~~â ~äëÁ

j~~ê ÄçîÉå ~ääÉë îÉêíêçìïí ÜáàÁ

aìëÁ

báÖÉåäáàâ áë=Éê åáÉíë îÉê~åÇÉêÇ áå=òáàåÖÉÇê~ÖK

^ääÉÉå ÜÉÉÑí EÇáÖáí~äÉF=íÉÅÜåçäçÖáÉ òáàå äÉîÉå

îÉêÖêççí Éå=îÉêêáàâí Éå=ÜÉã=

îÉêÄçåÇÉåãÉí=ÇÉ=ÜÉäÉ ïÉêÉäÇK=

g~I=ã~~êÁïáÉ áë=pàçÉêÇ åçì ÉáÖÉåäáàâ\

aáÖáí~~ä áë=åáÉí ÇÉ=ÉÅÜíÉ ïÉêÉäÇK

@qÉÅÜåçäçÖáÉ áë=íÉÅÜåçäçÖáÉ îççêÇáÉ=ãÉåëÉå ÇáÉ=òáàå ÖÉÄçêÉåîççêÇ~í ÜÉí áë=ìáíÖÉîçåÇÉåKÒ

^ä~å=h~óI=`çãéìíÉê=îáëáçå~êó

afdfq^i=k^qfsbpafdfq^i=k^qfsbpafdfq^i=k^qfsbpafdfq^i=k^qfsbp

^=ÇáÖáí~ä=å~íáîÉ=áë=~=éÉêëçå=Ñçê=ïÜçã=ÇáÖáí~ä=íÉÅÜåçäçÖáÉë=~äêÉ~Çó=ÉñáëíÉÇ=ïÜÉå=íÜÉó=ïÉêÉ=ÄçêåI=~åÇ=ÜÉåÅÉ=Ü~ë=Öêçïå=ìé=ïáíÜ=ÇáÖáí~ä=íÉÅÜåçäçÖó=ëìÅÜ=~ë=ÅçãéìíÉêëI=íÜÉ=fåíÉêåÉíI=ãçÄáäÉ=éÜçåÉë=

~åÇ=jmPëK

afdfq^i=k^qfsbpafdfq^i=k^qfsbpafdfq^i=k^qfsbpafdfq^i=k^qfsbp

PNB=î~å=ÇÉ=ki=ÄÉîçäâáåÖ áë=å~ NVUM=ÖÉÄçêÉå

SRB=Ç~~êî~å â~å òáÅÜ aáÖáí~ä=k~íáîÉ=åçÉãÉå

PKMMMKMMM=kÉÇÉêä~åÇÉêë

afdfq^i=k^qfsbpafdfq^i=k^qfsbpafdfq^i=k^qfsbpafdfq^i=k^qfsbp

NK qÜÉó=éêáòÉ=ÑêÉÉÇçã ~åÇ=ÑêÉÉÇçã=çÑ=ÅÜçáÅÉOK qÜÉó=ï~åí=íç=ÅìëíçãáòÉ íÜáåÖëI=ã~âÉ=íÜÉã=

íÜÉáê=çïåPK= qÜÉóÛêÉ=å~íìê~ä=Åçää~Äçê~íçêëI=ïÜç=Éåàçó=

ÅçåîÉêë~íáçå åçí=~=äÉÅíìêÉRK qÜÉóÛää=ëÅêìíáåáòÉ óçì=~åÇ=óçìê=Äê~åÇSK qÜÉó=áåëáëí=çå=áåíÉÖêáíóTK qÜÉó=ï~åí=íç=Ü~îÉ=ÑìåI=ÉîÉå=~í=ïçêâ=çê=ëÅÜççäUK péÉÉÇ áë=åçêã~äVK fååçî~íáçå áë=é~êí=çÑ=äáÑÉ

mltbo=ql=qeb=mblmib=arpmltbo=ql=qeb=mblmib=arpmltbo=ql=qeb=mblmib=arpmltbo=ql=qeb=mblmib=arpÁÁÁÁKKKK

mltbo=ql=qeb=mblmib=arpmltbo=ql=qeb=mblmib=arpmltbo=ql=qeb=mblmib=arpmltbo=ql=qeb=mblmib=arpÁÁÁÁKKKK

mltbo=ql=qeb=mblmib=arpmltbo=ql=qeb=mblmib=arpmltbo=ql=qeb=mblmib=arpmltbo=ql=qeb=mblmib=arpÁÁÁÁKKKK

mltbo=ql=qeb=mblmib=arpmltbo=ql=qeb=mblmib=arpmltbo=ql=qeb=mblmib=arpmltbo=ql=qeb=mblmib=arpÁÁÁÁKKKK

sbop`erfsfkd=s^krfq=qo^afqflkbbisbop`erfsfkd=s^krfq=qo^afqflkbbisbop`erfsfkd=s^krfq=qo^afqflkbbisbop`erfsfkd=s^krfq=qo^afqflkbbi

aÉ=ÅáàÑÉêë äáÉÖÉå åáÉí

qs=^ÇîÉêíÉåíáÉë ↓ PMB=EkÉïë`çêéFmêáåí=^ÇîÉêíÉåíáÉë rp^ ↓ NQBo~Çáç=äìáëíÉê~~êë ↓ NQB_~ååÉêë=ÅäáÅâê~íÉë ↓ PMB=EOMMT=îë OMMUFdÉãáÇÇÉäÇÉ ÅäáÅâê~íÉ MIMRB

k^^o=afdfq^^ik^^o=afdfq^^ik^^o=afdfq^^ik^^o=afdfq^^i

aÉ=ÅáàÑÉêë äáÉÖÉå åáÉí

ráíÖ~îÉå låäáåÉ=~ÇîÉêíáëáåÖ=çé=åáÉìïëëáíÉë ↑ UBsççêìáíòáÅÜí ÖêçÉá îáÇÉç=~ÇîÉêíáëáåÖ ↑ RRBwçÉâã~ÅÜáåÉã~êâÉíáåÖ rp^= A=NOãáäà~êÇ=sççêìáíòáÅÜí ÖêçÉá ÇáÖáí~ä=ã~êâÉíáåÖ OMMVG ↑ RMB

ëçìêÅÉW=cçêêÉëíÉê=oÉëÉ~êÅÜ

G=pçÅá~ä=kÉíïçêâáåÖI=jçÄáäÉ=j~êâÉíáåÖI=_äçÖÖáåÖI=pÉ~êÅÜ=j~êâÉíáåÖI=låäáåÉ=sáÇÉçI=táÇÖÉíëI=bJã~áäI=rd`I=oppI=d~ãÉ=j~êâÉíáåÖ

ab=lmhljpq=s^k=pl`f^ib=jbaf^ab=lmhljpq=s^k=pl`f^ib=jbaf^ab=lmhljpq=s^k=pl`f^ib=jbaf^ab=lmhljpq=s^k=pl`f^ib=jbaf^

dolbf=rd`=mi^qcloj=dolbf=rd`=mi^qcloj=dolbf=rd`=mi^qcloj=dolbf=rd`=mi^qcloj=spspspsp mloq^ip=mloq^ip=mloq^ip=mloq^ip=

`lkprjbkqbkhbkkfp=`lkprjbkqbkhbkkfp=`lkprjbkqbkhbkkfp=`lkprjbkqbkhbkkfp=

få=ÇÉ=âçãÉåÇÉ à~êÉåI=Äêç~ÇÅ~ëíáåÖ áë=åáÉíãÉÉê Äêç~Ç=Éå=åáÉí ãÉÉê Å~ëíáåÖK

aÉ=Ççãáå~åíáÉ î~å=¨¨å ïÉÖ Éå=é~ëëáÉîÉ ÅçããìåáÅ~íáÉ áë=

îççêÄáàK

^å~äççÖ áë=Äáå~áê

aáÖáí~~ä áë=âÉìòÉ

aá~äççÖ áë=êÉäÉî~åíáÉ

tÉäâÉ ãÉêâÉå ÇçÉå Ç~í ÖçÉÇ\

tÉäâÉ ãÉêâÉå ÇçÉå Ç~í ÖçÉÇ\

tÉäâÉ ãÉêâÉå ÇçÉå Ç~í ÖçÉÇ\

“Would you rather do a focus group

with 10 people or listen to 100.000

people debate ideas for a few months

and ask them questions through the

process?”

Bob Pearson,

VP Communities & Conversations,

Dell

tÉäâÉ ãÉêâÉå ÇçÉå Ç~í ÖçÉÇ\

tÉäâÉ ãÉêâÉå ÇçÉå Ç~í ÖçÉÇ\

tÉäâÉ ãÉêâÉå ÇçÉå Ç~í ÖçÉÇ\

tÉäâÉ ãÉêâÉå ÇçÉå Ç~í ÖçÉÇ\

tÉäâÉ ãÉêâÉå ÇçÉå Ç~í ÖçÉÇ\

tÉäâÉ ãÉêâÉå ÇçÉå Ç~í ÖçÉÇ\

tÉäâÉ ãÉêâÉå ÇçÉå Ç~í ÖçÉÇ\

`ìëíçãÉêë=~êÉ=íÉääáåÖ=pí~êÄìÅâë=íÜ~í=äçåÖ=äáåÉë=áêêáí~íÉ íÜÉãK=_ìí=åçíÉ=ïÉää=íÜÉó=ÇáÇåÛí ÅçãÉ=çåäáåÉ=íç=Åçãéä~áåK=fåëíÉ~Ç=íÜÉó=çÑÑÉêÉÇ=ëçäìíáçåëK=qÜáë=áë=íÜÉ=ÖáÑí=

ÉÅçåçãó=çÑ=çåäáåÉK

`Üêáë=_ìòòçI=`fl=C=`ql=pí~êÄìÅâë

tÉäâÉ ãÉêâÉå ÇçÉå Ç~í ÖçÉÇ\

t^q=jlbqbk=tfg=kr\=t^q=jlbqbk=tfg=kr\=t^q=jlbqbk=tfg=kr\=t^q=jlbqbk=tfg=kr\=

mofs^`vmofs^`vmofs^`vmofs^`v

mofs^`vmofs^`vmofs^`vmofs^`v

`lkkb`qfsfqv`lkkb`qfsfqv`lkkb`qfsfqv`lkkb`qfsfqv

`lkkb`qfsfqv`lkkb`qfsfqv`lkkb`qfsfqv`lkkb`qfsfqv

qtl=t^vqtl=t^vqtl=t^vqtl=t^v

mloq^_fifqvmloq^_fifqvmloq^_fifqvmloq^_fifqv

mloq^_fifqvmloq^_fifqvmloq^_fifqvmloq^_fifqv

mr_ifpeI=pr_p`of_b=C=pe^obmr_ifpeI=pr_p`of_b=C=pe^obmr_ifpeI=pr_p`of_b=C=pe^obmr_ifpeI=pr_p`of_b=C=pe^ob

lmbk=rmlmbk=rmlmbk=rmlmbk=rm

lmbk=rmlmbk=rmlmbk=rmlmbk=rm

_lqqlj=rm_lqqlj=rm_lqqlj=rm_lqqlj=rm

bå=çã Äçííçã=ìé=íÉ Ö~~å ÇÉåâÉå ãçÉí àÉ

ÄÉåÉÇÉå ÄÉÖáååÉåK

bå=Ç~í âçãí ÖçÉÇ ìáíÁ Ç~~ê òáííÉå ÉÉå é~~ê

ï~åå~ÄÉ=aáÖáí~ä=k~íáîÉëK=

_~ë=aÉêâë h~êáàå î~å=ÇÉ=_çëëÅÜÉ j~êá~ååÉ=oçÄÄÉå pàçÉêÇ dçÇÉêáÉ

eçÉ=aáÖáí~ä=k~íáîÉ ÄÉå àáà\