Why are we trying to create new communities for market research purposes? A case study comparing learnings from an existing community vs. a research panel

This presentation examines a very current and widely discussed topic within the market research industry where there are strongly held opinions and an on-going debate.

Why are we trying to create new communities for market research purposes? A case study comparing learnings from an existing community vs. a research panel

Charles Pearson and Vicki Kateley

INTRODUCTION

This paper examines a very current and widely discussed topic within the market research industry where there are strongly held opinions and an on-going debate. A comparison of an existing online community and online research panel within the same company is discussed in detail, in addition to a case study where the same questions were run simultaneously on this existing community and research panel. A suggested framework...

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