Communispace, creator of online customer insight communities, and its client Mattel were awarded a 2008 Forrester Groundswell Award in the “Listening” category for getting it right with consumers during a 2007 worldwide toy recall. This is the second year in a row that Communispace has won in the “Listening” category for the Forrester Groundswell Awards.  Mattel’s Playground Community of 500 moms with children ages three-ten, created and managed by Communispace, allows Mattel to truly connect, listen to and gain insight into these moms’ lives. The award-winning client story demonstrated how Mattel’s target consumers offered candid guidance and advice during the 2007 toy recalls, providing their opinions on Mattel’s response plan and thoughts on what the company could do to address their fears and concerns. Listening to the voice of its customer during this critical time led to a tremendous positive impact on Mattel’s business as the company headed into the busy holiday season.  “We are so fortunate to have this dynamic and insightful group of moms who are at the ready to help us, not only during a difficult situation but also on an ongoing basis,” said Michael Shore, vice president of Worldwide Consumer Insights at Mattel. “They open up and share their lives with us in the community so we can continue to create the best products to meet their needs. The community truly is a strategic business asset for us.”  Mattel created the private online community with Communispace to help Mattel’s research organization listen to and gain insight into moms’ lives and needs in order to help the company drive growth and innovation. Through the efforts of Mattel and The Playground Community, the company won praise for its timely and thorough response. On August 18, 2007 the Los Angeles Times wrote that “Mattel did everything it could to get its message out, earning high marks from consumers and retailers. Though upset by the situation, they were appreciative of the company’s response.”

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