Community research produces a unique picture of the experience of your target audience, as well as the position that your brand, product or service occupies in it. On a community platform, we present topics to members using instruments such as a questionnaire, a forum or a diary. We gather insights from the answers and conversations.
This type of research offers the following benefits:
- Clients can share their experiences for days, weeks or even months at a time. They look back, tell their story in the present and look ahead. In that way, we can acquire insight into their actual behaviour over a period of time, rather than a snapshot. From these experiences, we learn how the context influences behaviour and we gain an understanding of the client's expectations and ambitions.
- We work with a 'funnel model', in which a topic is first explored in broad terms, before homing in on specific subjects. Depending on the target audience, between 20 and 200 members participate in a particular assignment. This is how we investigate each topic, from both a broad and in-depth perspective.
- We consciously use a range of assignments to highlight specific facets of a topic. In this way we keep a wide focus, rather than developing tunnel vision.
- We challenge both ourselves and the client to look at the topic on each occasion as if for the first time. In order to get a feeling for the results of the research, the client may sit in on the activities, perhaps secretly. There is no limit to the number of employees who can sit in, and this can happen at any point in the process. This makes it possible for each employee to come into closer contact with the client,
We offer various forms of community research, tailored to suit the needs of our clients.
The 6 motivators for community members
Because the community’s members are instrumental in its success, we have come up with a 6F model which we use to motivate them. Motivations to take part differ not only from one person to the next but also from one community to the next. We therefore seek out the ideal mix of motivators for each community. The six motivators in our 6F model are:
Based on member behaviour on the online platform, we differentiate between three types of community members:
Consumers: This category of members mainly visits a research community for information. They want to find out more about the topics and enjoy reading other people’s opinions. However, they are not keen to share their own opinions and don’t feel the need to interact with other members.
Contributors: Contributors take part in a research community because it is a way of exercising influence. By having their opinions heard, contributors hope to influence the direction the organisation takes.
Creators: Creators are also active on research communities in order to exercise influence. However, there is an important difference between contributors and creators. Creators actively seek interaction with other community members. They like to enter into discussions with other people and talk about common interests. For creators, a community is also a social situation which is partly made possible by the organisation behind it.
For every community, we seek to achieve the best spread across these three types of members and to
accurately assess the extent to which the six motivators are used.
Communities with customers are informative and evaluative and offer insights into customers you didn’t know you needed to look for. And very importantly, they connect customers with staff.