& Discussion Forums
A private online community offers a great opportunity
to strengthen your relationship with your customers. It entails
topic-driven discussions that can last days, weeks and/or months.
Online discussions can be moderated or created as a free-form dialogue,
where panelists create their own discussion threads.
Communities are best limited to no more than
500 people who match a target profile, depending on your research
need. You control who to invite to participate in your online community.
With a moderated community, the moderator posts questions, can probe
for more detail, delete posts and reorganize discussion threads.
You can engage participants in dialogues by using different methods
of communicating, including forums, blogs, interactive surveys,
quick polls, photo sharing and file publishing.
If your need is not ongoing or your need is to identify new markets
or test a segementation, an access community or ad hoc discussion
forum may be a better solution. Access communities already have
an established audience…….targeting a specific group
of people. You can “access” the community to present
a question or topic and receive feedback to use in more depth quantitative
Discussion forums can either stand alone or
used in conjunction with your proprietary online survey tool to
add a qualitative component to enhance the quantitative portion.
Discussion forums are not ongoing and provide flexibility in using
them on an ad hoc basis. If, for example, you want to drill down
into a specific survey topic or response, you can invite the participants
to join a discussion forum where they can provide you with more
qualitative and detailed information.
A community or discussion forum is best used
- Quick or directional feedback
- Ideation and innovation
- Reading emerging trends
- Concept refinement
- Question or issue formation
- Identifying consumer unmet needs
- Gaining consumer insights