Virtual communities in the field of market research are a very powerful methodology for collecting in-depth data. In the online environment, market researchers connect with a pre-selected group of consumers with characteristics and interests relevant to the research objectives. In this space, it's less about the volume and more about the richness and depth of the data collected.  

Designed with a specific research or marketing objective in mind, this solution provides quality insights into products, brands, campaigns, concepts, services or market segments. It brings the voice of consumers into organizations, making them part of the decision-making process.

The community is a virtual laboratory for researchers, a dynamic and flexible social space in which various research techniques can be conducted. Its structure creates an asynchronous but continuous dynamic of interaction with participants, the value of which emerges especially from the ability to expand the dialog and capture other nuances of individual experiences. 

Virtual communities are a trend in market research because, when conducted well, they help to overcome some of the limitations that may be present in other methodologies. However, it is worth pointing out that the idea behind them is not to replace quantitative studies, in-depth interviews or focus groups, but to complement them. Some of the specificities of this methodology will be highlighted below.

CONTENTS

• Longitudinal view
• Combination of data
• Convenience for participants
• Scope and scale
• Rhythm
• Multiple forms of interaction
• Deliverables
• Ethnographic value
• Conclusion

Longitudinal view

Communities make it possible to have the same group of participants for a longer period of time than usual - days, weeks, even months. As a result, responses, ideas and opinions can be collected and observed on an ongoing basis with a view to identifying potential patterns and variations. In addition, the breadth of time means that different aspects of the object of study can be explored in depth, be it the different components of a product or the dimensions of a campaign, for example.

Combining data

The methodology makes it possible to combine attitudinal and behavioral data to understand consumer needs, filling a gap present in many studies: the ability to understand what consumers do and think, how this happens and why. In addition, the ability to integrate qualitative and quantitative data results in more complex information about consumer experiences, driving more efficient innovation processes.   

Convenience for participants

The virtual format allows for greater discretion for participants than other types of interaction, such as face-to-face interviews or group dynamics with greater exposure. This can encourage more authentic, critical and honest responses and opinions, as well as making it easier to tackle more sensitive topics.  

Scope and scale

Communities can bring together at the same time, in the same space, and in a methodologically viable way, larger groups of participants than other qualitative methodologies - usually between 20 and 30 participants. This group can have a wider geographical distribution, heterogeneous sociodemographic or consumption characteristics and different routines. Interactions can be segmented and are not restricted to a specific location or time.

Rhythm

The platforms that host the communities are available to participants 24/7. As a result, interactions can take place at any time of the day and the pace is driven by the participants. Their experiences, opinions, ideas and feelings are shared as they arise. The interaction with the moderators and other participants makes them feel part of an ongoing conversation, which expands, deepens and stimulates reflection on both sides. This rhythm also favors a process of joint development of the community itself, in which the researchers can make adjustments to the progress of activities and discussions based on what they learn from the participants.

Multiple forms of interaction

Some of the platforms available on the market for community development incorporate modern data analysis tools. These tools organize data, generate graphic reports and other structured products such as statistical tables, heat maps, word clouds and data tabulations.

Deliverables

Some of the platforms available on the market for community development incorporate modern data analysis tools. These tools organize data, generate graphical reports and other structured deliverables such as statistics tables, heat maps, word clouds and data tabulations.

Ethnographic value

The methodology has ethnographic value in that it makes it possible to observe and analyze more complex details of a group's life and behavior in their relationship with the object of study. In addition to quantitative measurements, participants can share photographic and video records in real time, react to and debate these stimuli.

Conclusion

For an Online Community to generate results with quality and efficiency, some relevant factors are:

• the careful design of the activities script;
• the choice of platform;
• recruiting participants;
• moderation/follow-up to generate engagement and keep the community active.

Community development supported by a robust, dynamic and intuitive technological platform gives researchers and participants more confidence. 

For this reason, Offerwise has been working continuously on the development of its own community platform: OW Voices.

The tool was built with an eye to customer needs and feedback, which provides a solid foundation to help companies go beyond a traditional qualitative model.

In addition to experts managing the platform, Offerwise has market research experts who offer guidance and support throughout the research process to ensure that clients get maximum value from the platform and the community.