Don't ask. Listen

Matthew Rhodes
FreshNetworks, United Kingdom

INTRODUCTION

Communities are hot property: they offer tantalising opportunities both to do new things and also to do old things in new ways. For the research industry the possibilities they open up are huge. You can build a community of respondents who interact with each other and in addition to their individual responses to questions or stimuli you can get them to work together or to peer review findings – all of this available 24 hours a day, seven days a week to you and to the client.

On paper this sounds great, and looks like another tool in the researcher's armoury. However, if they are used to most effect online research communities are going to fundamentally change the way we do business. Agencies and clients alike need to prepare for a different way of working. The relationship between respondent, agency and client (or brand!) will shift and a new way of working is needed.