Vovici’s Jeffrey Henning has covered the session, “Sex, Lies and Chocolate: How communities can change the way you think about innovation for good”, presented by Doron Meyassed of Promise Communities.

After breaking down Meyassed’s argument, Henning summarises:

“Research in online communities requires a new kind of customer intimacy, an intimacy that may seem especially awkward to market researchers trained to keep a distance from the population being studied.”

Read his post in full here.