Online Research Communities: A Gateway to Powerful Consumer Insights

Insights leaders and brands want to take the pulse of their customers, prospects, and the general public. However, a survey, poll, or video focus group only offers a brief snapshot—capturing just a moment in time. With how quickly things change, that’s not enough. That’s where online research communities come in. Let’s explore why their popularity is rising and how they can be a powerful insights tool.

Benefits of online research communities

Online research communities provide fast answers. Questions asked today can have answers by tomorrow. They reveal what people think and why they feel that way. This ongoing, two-way conversation allows for deeper exploration of topics and tracks how views change over time.

These communities boost creativity. They’re ideal for testing new ideas and finding unique ways to connect with customers. This helps brands stand out. Previously risk-averse client teams have been introduced to creative projects like video diaries, mind maps, mobile ethnography, and live chats through these communities.

Visual content is another significant advantage. Communities can generate plenty of photos and videos, showing what people actually do, not just what they say. This visual material boosts engagement for both participants and stakeholders. A CMO might not remember a PowerPoint with tracking numbers, but video clips of customers speaking directly about a new ad campaign leave a lasting impression.

Lastly, online research communities can be cost-effective. Brands can conduct the same (or similar) research for up to 60% less than custom ad hoc studies. While not suitable for every insight need, these communities can become versatile tools in a research toolkit.

Creating a thriving online research community

Online research communities offer numerous benefits, but their success depends on careful planning and management. Creating a thriving community involves more than just gathering people in a digital space. It requires strategic thinking, consistent engagement, and clear communication. The following tips will help establish and maintain a successful online research community that delivers valuable insights and fosters long-term relationships with participants.

Plan ahead

Setting up a great online research community starts with thorough planning. Teams should be prepared from the beginning. Even with a great partner, online research communities take dedicated involvement. While it's possible to start small, having a clear growth strategy is essential. Careful planning helps avoid common pitfalls and sets the stage for long-term success.

It’s also important to clarify the community’s purpose. Some teams believe they need a research community when a survey group might suffice. It's important to understand the difference. A survey group provides quick feedback, while an online research community offers in-depth, ongoing insights and collaborative problem-solving.

Keep members engaged

Once the community launches, maintaining member interest is crucial. Having activities planned for the first three months is advisable. The last thing you want to do is invite people to join, get them excited...and then crickets. Making a habit of personally welcoming new members every week can make a big difference.

Rewarding engagement is also important. Effective reward systems might include points or monthly prizes. This is not an area to skimp on—initial savings here can cost more later. As the community grows, consider implementing a ranking system for members.

Keep it interesting

Varying activities are essential to maximize benefits. Even if engagement slows, trying fun discussions, even if not directly business-related, can yield surprising insights. Also, mix it up with multimedia—especially video! Make it part of as many activities as possible. Photos and videos offer a window into participants’ behavioral patterns and a point of comparison to their written responses.

Lastly, communities are ideal for testing new ideas and research methods. Being open to new approaches can lead to surprising levels of participation in creative projects.

Communicate clearly & build connections

Clear, regular communication with members is vital. This will help build connections, leading to deeper insights and more engaged participants. Communicating how input helps and sharing results demonstrates the impact of the community's feedback. Monthly updates on how ideas have been used, such as naming a new product or testing a concept, can also be effective.

Interested in an online research community?

Online research communities are powerful tools for staying connected with customers. They provide quick insights, foster ongoing conversations, and offer a place to test new ideas. These tips can help create a thriving community that becomes a valuable business asset.

These communities are a long-term investment, building relationships and gaining insights that can drive business forward for years. For those interested in learning how an online research community could benefit their team, we’re here to discuss and support research plans across various insights projects.

How can an online research community benefit me?

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