Always-on research: 24/7 dialogues with customers in a community? Yes, we can!

Tom De Ruyck and Anouk Willems

This paper offers an overview of online communities and advice on how to run them, in order to maximise engagement among all stakeholders, including community participants themselves and the client company funding the project.

Always-on research: 24/7 dialogues with customers in a community? Yes, we can!

Tom De RuyckInSites Consulting, BelgiumAnouk WillemsInSites Consulting, Netherlands

Introduction

Social media has gained considerable human relevance. User-created content, citizen journalism and online social interactions (e.g. conversation, collaboration, participation, sharing, connecting) are embedded into the daily lives of consumers. With the different semantic waves of the web, the entire market research process and industry has undergone clear changes.

Market research has changed from asking questions to having conversations with consumers. Online Research Communities have proven to be a viable environment to engage with consumers as well...

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