What we know about online communities

Explores how online communities have emerged as an alternative to online panel research, being an effective way of interacting with and sourcing customer insight.

Online communities have emerged as an alternative approach to traditional online panel research. They are an effective way of interacting with and sourcing customer insight, across a wide range of topics and business issues on a continuous basis or at regular intervals. Online communities embrace a more participatory two-way exchange with research participants.

Definition

An online community is a qualitative research community. The size of an online community varies but most have between 50 and 500 members. They are private, branded, and focus on customers and stakeholders – although there are exceptions to all of these criteria. Research communities come in...

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