Planning For Collaboration With Consumers In Online Research Communities

Published 27 Apr 2016 1 minute read

Online qual
Research communities
montage_2_bw (1)

Previously we explored some of the reasons why we might want to encourage research community member to member interaction, encouraging you to think about the various levels of interaction that occur, including how commentary represents just the ‘tip’ of the research community engagement iceberg.

So having discussed the different levels of interaction and the value, how can we encourage interaction that is useful and meaningful to our clients and project objectives?

For instance, when collaboration and co-creation form part of your research community agenda?

The answer is structured collaboration, and here we’ll be focussing on effective planning and communication when it comes to managing the  recruitment phase of your online research communities:

  • Get the right members on board: Regardless of whether you are targeting early tech adopters or empty nesters we encourage you to screen on the basis of actual (ideal) or stated (second best) online behaviour (for instance current social media interaction e.g. frequency and type of Facebook / Instagram posts). The closer your members naturally reflect requirements for engagement and interaction in your research, the better.
  • Request that prospects tell a short story to test / check for articulation: Beyond demonstrating willingness to interact this will be essential to deliver good quality feedback. 
  • Segment recruits on the basis of brand / product / service engagement: Consider opportunity to adopt a mainstream and more highly engaged segment, and use Further’s platform to separately engage samples to mitigate bias effects. Beyond the ability to explore differences in attitudes and behaviours, you’ll be able to investigate the language being used to articulate product / service benefits, particularly useful to shape future Marketing Communications.  We recently used this approach for a project with Amira, to help launch and reposition their brand of super premium rice.
  • Build excitement around community mission and purpose: Develop communications to place emphasis on the intrinsic benefits of being a member (e.g. the unique opportunity to have their say and influence future product and service development for the brands and products that they are using).
  • Communicate that members will share the community with ‘similar others’ / like-minded individuals: Perceived similarity increases liking, which in turn can enhance effective collaboration and the quality of project outcomes.
  • Highlight that the ability to comment on other member posts is an expectation: Communicate this from the offset, ideally at the stages of recruitment, to gain early commitment, and be sure to reinforce this messaging during field.

That's it for now! Stay tuned for my next post where I'll be focussing on field related aspects, including activity development and deployment.

In the meantime, check out our guide to increasing levels of community engagement. 

Discover our platform and services

Platform-only

The insight platform for online qual, research communities, digital diaries, ethnography and more.

Services & Support

A range of expert research services and resources to help you deliver your projects with ease, speed and reach.

Expertise

Human insight with impact; leveraging our academic and industry experts to uncover insight, create impact and make confident decisions.

Conde-Nast (1) (1)
Conde_Nast_logo-copy

We were amazed at the level of insight we achieved in just a week. Further opened our eyes to new ways of researching and understanding our staff

We helped Conde Nast International define a new global mission and vision statement

van-tay-media-Kab_-4M4I74-unsplash (1)
Vouch-for-Me-Logo

Further really understood the brief and were extremely proactive. We are now very confident that we’re taking the right products and proposition to market.

We helped this insuretech startup tailor their customer value proposition for the UK market ahead of a planned launch

Keyhouse (1) (1)
Keyhouse

Further's expert team pushed us to clarify our assumptions and to think harder about how to communicate the value of our products and services

We helped Keyhouse enter a new market and understand what target users of their case management software needed and how to position their offer

FTH001_Mother_2_children_tablet (1)
UNICEF-Logo

Working with Further was a refreshing and eye-opening experience…...the qualityof their output which was excellent.

We helped Unicef generate insights to support the development of a mass market, sustainable fundraising product.

Zwift image (1)
Zwift-logo (1)

Strategically, Further’s insights provided clear and directional answers that will guide us through our next phase of growth

We helped Zwift understand users and non-users needs and wants so they could prioritise their innovation pipeline

Chillys image case study (1)
Chillys-logo (1)

We helped Chilly’s leadership team consider new ways to understand and co-create with their customers’

We helped disruptive pet insurance company Waggel develop customer personas and map out the current and intended customer journey.

What next?

Browse our site, download our resources, request a demo of our platform or speak to one of our experts

Browse our work
Request a demo
Book consultation