1. 3 X 3 – 9 Ways to Win with
Qualitative Online Communities
in 2021
Webinar 24 March 2021
Holly M O’Neill
Founder
Chief Insights Curator
Lead Moderator
Talking Business, LLC

2. Sponsors
Gold
Silver
Communication

3. #NewMR Webinar
March 24, 2021
3 X 3 – 9 WAYS
TO WIN WITH
QUALITATIVE
ONLINE
COMMUNITIES
IN 2021

4. Innovative Online Qualitative
for Agile Insights Teams
• Pioneering expert in
Qualitative Online
Communities – Since 2007
• Teaches advanced
moderation
• Creates customized
interactive and projective
exercises
• Featured in 4 research text
books
• 10-Year reigning champion of
the $100,000 Pyramid
HELLO! I’M…
HOLLY M.
O’NEILL
Founder
Chief Insights Curator
Lead Moderator
Talking Business, LLC
4

5. AGENDA
Ways to up-level research plans
Ways to inspire fresh learning
Ways to boost participation
3
3
3
#NewMR | Webinar | 03.24.2021

6. 3 WAYS
TO UP-LEVEL
RESEARCH PLANS
6

7. HOW TO – Create and assign random
segments
• Assign random cells when
onboarding
• Assign for specific activities
• To ensure “evenly” populated cells,
consider factoring in community
participation and/or tenure equally
and randomly across cells
EXAMPLE – Monadic exposure testing
without bias of multiple concepts
• Test 2 stimuli versions
• Create 2 random cells
• Expose each cell to only 1 stimuli
version
• Analyze responses and compare
across cells
EXAMPLE – Testing multiple stimuli
versions while mitigating respondent
fatigue
• Test 6 stimuli versions
• Create 3 random cells
• Show each cell only 4 stimuli
versions
• Rotate concepts across cells for
equal exposure of all concepts
INJECT RANDOM CELL QUALITATIVE TESTING OF STIMULI
Reduce order bias and mitigate panel fatigue
#NewMR | Webinar | 03.24.2021 7

8. BACKGROUND
• Client category has
segmentation limits at retail
• Client developed 3
different segmentation
hypotheses
• Each hypothesis classifies
brands/products differently
Which specific Product cards did
you find difficult to sort into a
Category? How so?
STIMULI
OBJECTIVE: To test the comprehension and suitability of 3 pre-defined segmentation schemas
SORTING INSTRUCTIONS: Move each Product card into the Category where you think it fits best
KEY ANALYSES: Compare respondent-generated categorizations against hypotheses
1
Overall, was sorting Easy or
Difficult for you? And why do
you say that?
2
Comparing across all 3 Lists…
Which approach for categorizing
Products makes the most sense
for you? For what reasons is that
so?
3
USE SORTING TOOLS TO REVERSE TEST SEGMENTATION
Works great for assessing brands, products and information hierarchy needs
#NewMR | Webinar | 03.24.2021 8
OPEN-ENDS
LIST
#
PRODUCTS
#
SEGMENTS
G 15 8
P 15 6
Q 20 4

9. Consider easy
opt-out
Include different instructions for…
Desktop Sites Mobile Sites Mobile Apps
SEND MEMBERS “ELSEWHERE” FOR TESTING FIRST
Leverage Community Members for UX testing. As easy as 1-2-3.
Where is
“Elsewhere”?
• Client Website or
App
• Anonymous
• In-Account
(Personalized)
• Link to beta
functionality
• Link to clickable
prototype
• Competitive
Website or App
3
Return to
Community
for Qual QNS
2
Send
Members
“Elsewhere”
1
Introduce
Activity with
Very Specific
How-To’s
#NewMR | Webinar | 03.24.2021
9
TIPS

10. 3 WAYS
TO INSPIRE
FRESH LEARNING
10

11. CO-CREATE WITH A VARIETY OF FUN EXERCISES!
Give members permission to think bigger – Like the unique personalities of celebrities might
#NewMR | Webinar | 03.24.2021 11
QN: If you were [CELEBRITY],
in what ways might you
create new [PRODUCT] ideas
that would help [CONSUMER NEED]?
PROBES: In what ways might that
idea specifically help?
• What does it do?
• How does it do it?
• When would you use it?

12. ASSESS BRAND FIT & PERMISSION W/ VISUAL METAPHORS
Help respondents open their right brains – Where brand relationships are held
#NewMR | Webinar | 03.24.2021 12
• How much of a leap is [NEW PRODUCT
SEGMENT/CATEGORY] for [BRAND]?
• What might [BRAND] need to cross to
get to being in the [NEW PRODUCT
SEGMENT/CATEGORY]?
EXAMPLE QNS:

13. UNCOVER ATTRIBUTES MOST AT PLAY W/ VENN DIAGRAMS
Push mark-up testing technology beyond Marcomm
#NewMR | Webinar | 03.24.2021 13
Usage
In what ways do you
use [BRAND]?
Imagery
Which attributes do you
strongly associate with
[BRAND]?
Users
What kinds of
consumers do you think
regularly use [BRAND]?

14. 3 WAYS
TO BOOST
PARTICIPATION
14

15. DEDICATE AREA FOR EDUCATION & MEMBER RESOURCES
Think more holistically about Community Members – What else of value can the Brand provide?
#NewMR | Webinar | 03.24.2021 15
Mine members-only,
“non-research” discussions
for organic insights
1
2
3
4
Tips & Hacks
Glossaries
Expert Q&A
Recipes
5 How-To Stories

16. How did I
become a
Moderator?
Community
inner-workings
My category
usage
How am I
doing during
COVID?
Favorite TV,
Movies &
Hobbies
Community Members Asked Me About…
FIELD “YOU BE THE MODERATOR” ACTIVITY
Humanize the Moderator by inviting members to “Ask The Moderator”
#NewMR | Webinar | 03.24.2021 16

17. Cross-Talking
promotion
Short series of
add-on
questions
Release next
week’s activity
early
LAUNCH FRIDAY POP-UPS
For long-term communities, study participation stats by day. Test different launch days.
#NewMR | Webinar | 03.24.2021 17

18. THANK YOU FOR LISTENING!
In what ways can we help you make your Online Qualitative Communities more successful?
#NewMR | Webinar | 03.24.2021 18
Specializing in Online Qualitative Communities, we deliver the
truth behind what motivates purchase behavior. Offering
much more than moderating, we specialize in innovative
qualitative research, strategic brand development and
creative ideation. Our category expertise includes CPG,
financial, natural/organic, hospitality, technology and
pharmaceuticals, with clients such as GlaxoSmithKline,
Princess Cruises and Experian. Exceeding expectations for 20
years, Talking Business connects with target audiences to
better understand brands - loud and clear.
Holly M. O’Neill
Chief Insights Curator &
Lead Moderator
Talking Business, LLC
620 Newport Center Drive
Suite 1100
Newport Beach, CA 92660
www.TalkingBusiness.net
(949) 721-4160
Holly@TalkingBusinesss.net

19. Sponsors
Gold
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Communication

20. Q & A
Holly M O’Neill
Talking Business
Ray Poynter
NewMR