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...