Increasingly, businesses are employing user communities to become more involved with customers/prospects and to facilitate connections among neighborhood participants. Many agencies maintain online groups that allow users to trade capabilities and solve one another’s issues. Communities can also help businesses better perceive their clients. Pharmaceutical giant GlaxoSmithKline introduced a personal online neighborhood when it announced alli, a new prescription free weight reduction product. GlaxoSmithKline wanted to augment its understanding of the challenges faced by overweight adults, and thereby learn how to better manage customer expectancies.