Similarly, Godiva Chocolate used a sample of 400 chocoholics,
all women, to help them understand what kinds of products and promotions would help
them sell their premium chocolate in a difficult economy. The community helped Godiva
to focus on baskets of chocolate priced $25 or less and to develop a heart-shaped lollipop
for Valentine’s Day that sold for $5.50.
Godiva’s participants are passionate about chocolate; they are often logged on to the community every day and participate for monthly gift
certificates worth $10