Best of ESOMAR - Germany

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The document discusses 7 points about online research communities. It states that communities can be representative of the broader population if there are many participants. It also notes that participants are not motivated by money but rather want to help researchers do a better job. However, it says that projective and creative techniques are difficult to conduct online and that mobile data just provides more of the same information.

#1

@tomderuyck

Communities can
be representative

#2

@tomderuyck

The more participants,
the better

#3

@tomderuyck

They are not in it
for the money

#4

@tomderuyck

Gamified research is only
nice for the partcipant

#5

@tomderuyck

Projective/creative techniques
are too difficult online

#6

@tomderuyck

Mobile gives you
more of the same

#7

@tomderuyck

Members can help you in doing a better
job as a researcher

Managing Partner &
Head of Consumer Consulting Boards

@tomderuyck
tom@insites-consulting.com

24/7 dialogues with customers in a community? Yes, we can! (by Tom De Ruyck and Anouk Willems), presented at the ESOMAR CEE Research Forum in Prague (CZ) on Monday March 18, 2013. In a research world where questionnaires of more than 20 minutes are considered to be ‘not done’ and consumers are increasingly less inclined to participate in research projects, it is almost a paradox that one would think about long-term dialogues with one’s customers in an online community. It is possible, however! In this interactive session, the ‘wow’ and the ‘how’ of Market Research Online Communities, the rising star of online qualitative research, is illustrated.

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