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...