What is an Online Community?
- Content Type:
- Glossary
Online communities Definition
A group of consumers that that can be accessed for feedback (similar to a panel) but that also can talk with one another, exchange ideas and discuss issues. Also known as research communities.
An online community in market research is a digital platform where a group of participants engage in discussions, share opinions and complete tasks or activities related to a specific research objective. These communities are often moderated by researchers and provide qualitative and quantitative insights.
Who relies on online communities in the marketing research and insights industry?
Market researchers, brand managers, product developers, UX designers and marketing professionals rely on online communities to gather insights on consumer preferences, behaviors and attitudes. Businesses seeking ongoing customer feedback or insights into niche audiences also use them.
What are the key aspects of online communities in market research?
Key aspects include:
- Interactive engagement: Participants interact with each other and researchers, fostering rich discussions.
- Real-time feedback: Enables immediate responses and insights.
- Longitudinal insights: Can be maintained over time for ongoing research.
- Customizable activities: Includes surveys, polls, discussions and multimedia tasks.
- Diverse participation: Reaches geographically dispersed or niche audiences.
Why are online communities important in market research?
Online communities are important because they provide a dynamic, flexible and cost-effective way to engage with participants, collect in-depth insights and test ideas in real time. They enable businesses to stay connected to their target audiences and uncover valuable feedback to guide decision-making.
How do market researchers use online communities?
Market researchers use online communities to explore customer needs, test product concepts, evaluate marketing campaigns and gather feedback on brand strategies. By monitoring discussions and analyzing responses, researchers identify trends, uncover motivations and develop actionable insights to inform product development and marketing strategies.