The benefit of social media: Bulletin board focus groups as a tool for co-creation

Bulletin board methodology emerged at the end of the 1990s and is becoming the most frequently used qualitative study technique.

The benefit of social media: Bulletin board focus groups as a tool for co-creation

Sylvie E. Rolland

University Paris Dauphine – DRM – UMR CNRS 7088

Guy Parmentier

University Grenoble Alpes / CERAG

Introduction

According to an annual US survey of market research trends (GreenBook Research Industry Trends Report 2012), more than 50% of professionals claim they will increasingly use online qualitative research methodologies within social media and brand communities, to the detriment of traditional methods of investigation.

Among new methods, focus groups in asynchronous time,1also known as bulletin board focus groups (BBFGs), are the leading...

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