Comments for PluggedIN http://www.pluggedinco.com Online Research Communities Fri, 26 Dec 2008 16:01:22 +0000 http://wordpress.org/?v=2.6.1 Comment on Will online qualitative research ever replace “traditional” methods? by Jason Tryfon http://www.pluggedinco.com/2008/12/16/will-online-qualitative-research-ever-replace-traditional-methods/#comment-160 Jason Tryfon Wed, 17 Dec 2008 21:22:27 +0000 http://www.pluggedinco.com/?p=671#comment-160 Disagree. The voice of the customer IS the new medium. Although qualitative studies are absolutely required, it is the resolution of customer issues in near real time that push defection to satisfaction. Disagree. The voice of the customer IS the new medium. Although qualitative studies are absolutely required, it is the resolution of customer issues in near real time that push defection to satisfaction.

]]> Comment on Will online qualitative research ever replace “traditional” methods? by Jeffrey Henning http://www.pluggedinco.com/2008/12/16/will-online-qualitative-research-ever-replace-traditional-methods/#comment-159 Jeffrey Henning Wed, 17 Dec 2008 21:08:19 +0000 http://www.pluggedinco.com/?p=671#comment-159 I think it's similar to how radio" replaced" newspapers, TV "replaced" radio, and the Internet "replaced" TV. Online communities will "replace" focus groups in many applications and in many budgets, but focus groups will change and adapt. Radio abandoned serials and went to its current format. Focus groups will provide even richer in-person experiences in the future. Focus groups will always have their place. That said, I'm rooting for online communities -- I'm happy to forego the travel schedule of a focus-group moderator! I think it’s similar to how radio” replaced” newspapers, TV “replaced” radio, and the Internet “replaced” TV. Online communities will “replace” focus groups in many applications and in many budgets, but focus groups will change and adapt. Radio abandoned serials and went to its current format. Focus groups will provide even richer in-person experiences in the future. Focus groups will always have their place. That said, I’m rooting for online communities — I’m happy to forego the travel schedule of a focus-group moderator!

]]> Comment on Will online qualitative research ever replace “traditional” methods? by Jenni Beattie http://www.pluggedinco.com/2008/12/16/will-online-qualitative-research-ever-replace-traditional-methods/#comment-151 Jenni Beattie Tue, 16 Dec 2008 21:56:41 +0000 http://www.pluggedinco.com/?p=671#comment-151 Thanks for the great post. I agree that online qual will never replace focus groups but it is a great addition to the research toolbox. Currently we are using market research online communities (MROCS) off the back of quant surveys to discuss the issues. We are also using them before ideation sessions to elicit ideas - and then post ideation sessions to clarify key concepts. MROCS are an extremely useful addition to current research practices but should not be seen as a 'replacement' for traditional qual Cheers Thanks for the great post. I agree that online qual will never replace focus groups but it is a great addition to the research toolbox.

Currently we are using market research online communities (MROCS) off the back of quant surveys to discuss the issues. We are also using them before ideation sessions to elicit ideas - and then post ideation sessions to clarify key concepts.

MROCS are an extremely useful addition to current research practices but should not be seen as a ‘replacement’ for traditional qual

Cheers

]]> Comment on Confusion around the term “community” by 10 reasons to have a separate online research community | PluggedIN http://www.pluggedinco.com/2008/08/22/confusion-around-the-term-community/#comment-38 10 reasons to have a separate online research community | PluggedIN Tue, 11 Nov 2008 22:55:06 +0000 http://localhost:8888/?p=79#comment-38 [...] blogged before about the confusion around the term “online community,” but thought it made sense to follow-up with some specific reasons why companies should [...] [...] blogged before about the confusion around the term “online community,” but thought it made sense to follow-up with some specific reasons why companies should [...]

]]> Comment on Why not use Facebook for an online research community? by Sam Ladner http://www.pluggedinco.com/2008/11/03/why-not-use-facebook-for-an-online-research-community/#comment-37 Sam Ladner Tue, 11 Nov 2008 21:36:52 +0000 http://www.pluggedinco.com/?p=504#comment-37 Great post, Matt! I completely agree about the "owning" of the data. It's very important. Using Facebook for a research community is like using the mall -- you're there at the pleasure of the powers-that-be. You're also tied to the types of people that go there. Sure, everyone "goes" to Facebook but there are lots of people who only go occasionally. Great post, Matt! I completely agree about the “owning” of the data. It’s very important. Using Facebook for a research community is like using the mall — you’re there at the pleasure of the powers-that-be. You’re also tied to the types of people that go there. Sure, everyone “goes” to Facebook but there are lots of people who only go occasionally.

]]> Comment on “A focus group on steroids” by Matt Foley http://www.pluggedinco.com/2008/11/07/a-focus-group-on-steroids/#comment-36 Matt Foley Tue, 11 Nov 2008 21:16:50 +0000 http://www.pluggedinco.com/?p=579#comment-36 Hi Matt - thanks for the reply. I agree that it cheats the true value of an online research community a bit by tying it so closely with focus groups. That's something we struggle with quite a bit at PluggedIN - there are so many benefits to online research communities, so which ones do you call out for those who are unfamiliar with them? However, it seemed to just "work" for the people in the room that day, and it has some "sticky" elements to it that make it a nice metaphor for those who are totally unfamiliar with research communities I have to disagree a bit with the the idea of developing online communities and not online research communities. There is a definite distinction between the two, which I was planning on actually blogging about today... Thanks again for the reply! Matt Hi Matt - thanks for the reply. I agree that it cheats the true value of an online research community a bit by tying it so closely with focus groups. That’s something we struggle with quite a bit at PluggedIN - there are so many benefits to online research communities, so which ones do you call out for those who are unfamiliar with them? However, it seemed to just “work” for the people in the room that day, and it has some “sticky” elements to it that make it a nice metaphor for those who are totally unfamiliar with research communities

I have to disagree a bit with the the idea of developing online communities and not online research communities. There is a definite distinction between the two, which I was planning on actually blogging about today…

Thanks again for the reply!

Matt

]]> Comment on “A focus group on steroids” by Matt Rhodes http://www.pluggedinco.com/2008/11/07/a-focus-group-on-steroids/#comment-35 Matt Rhodes Tue, 11 Nov 2008 16:50:59 +0000 http://www.pluggedinco.com/?p=579#comment-35 An interesting metaphor and I can see the appeal. It's certainly true that sometimes an online research community can seem for a client like a big / more powerful focus group. But I think that's cheating them of some of the real benefits of an online community. They let you do things that really are very different - they set up a different social dynamic and put the customer at the heart of what you're doing, rather than a set of research questions. You certainly get huge research benefit (and more so than you might from other qual methods) but you also get a richer understanding of the people involved, an ability to grow advocacy and build word-of-mouth, a direct route to engage with them, a way to test your positioning and brand organically...the list goes on. When I spoke at the ESOMAR conference in Dublin a couple of weeks ago I stressed how the research industry should develop online communities rather than just online research communities. A community can serve many purposes and we all know that brands need to start to engage people online in this more interactive and sustainable way. Brands need online communities and brands can use them for research. If we as an industry don't deal with both of these issues then we run the risk of somebody else doing so - the number of marketing firms building communities and then 'doing bits of research' in them is growing daily. We need to play the same game as them, tell people that things have changed and talk wider than just research. This doesn't stop the 'focus group on speed' metaphor being a really tangible one, I just think we can go wider... Matt FreshNetworks An interesting metaphor and I can see the appeal. It’s certainly true that sometimes an online research community can seem for a client like a big / more powerful focus group. But I think that’s cheating them of some of the real benefits of an online community.

They let you do things that really are very different - they set up a different social dynamic and put the customer at the heart of what you’re doing, rather than a set of research questions. You certainly get huge research benefit (and more so than you might from other qual methods) but you also get a richer understanding of the people involved, an ability to grow advocacy and build word-of-mouth, a direct route to engage with them, a way to test your positioning and brand organically…the list goes on.

When I spoke at the ESOMAR conference in Dublin a couple of weeks ago I stressed how the research industry should develop online communities rather than just online research communities. A community can serve many purposes and we all know that brands need to start to engage people online in this more interactive and sustainable way. Brands need online communities and brands can use them for research. If we as an industry don’t deal with both of these issues then we run the risk of somebody else doing so - the number of marketing firms building communities and then ‘doing bits of research’ in them is growing daily.

We need to play the same game as them, tell people that things have changed and talk wider than just research. This doesn’t stop the ‘focus group on speed’ metaphor being a really tangible one, I just think we can go wider…

Matt
FreshNetworks

]]> Comment on The negative perception of market researchers by Matt Foley http://www.pluggedinco.com/2008/11/05/the-negative-perception-of-market-researchers/#comment-34 Matt Foley Mon, 10 Nov 2008 02:33:25 +0000 http://www.pluggedinco.com/?p=563#comment-34 Great idea Frank... Your description sounds so simple, yet seems like it would be pretty effective. I've also seen how associating it with "marketing" in general helps a bit for the recognition factor. Glad you liked the "focus group on steroids" article! Matt Great idea Frank… Your description sounds so simple, yet seems like it would be pretty effective.

I’ve also seen how associating it with “marketing” in general helps a bit for the recognition factor.

Glad you liked the “focus group on steroids” article!

Matt

]]> Comment on The negative perception of market researchers by Frank Martin http://www.pluggedinco.com/2008/11/05/the-negative-perception-of-market-researchers/#comment-32 Frank Martin Sun, 09 Nov 2008 14:55:06 +0000 http://www.pluggedinco.com/?p=563#comment-32 When I tell people what I do, I get the "blank look". People have a much better idea what is an astrophysicist than what is a marketing researcher. Moreover, when we tie it to marketing, I get the "oh yeah" look. Because most people think they understand good marketing and that others just don't get it. I'm not so sure that people have a negative impression of marketing researchers as much as they have an erroneous impression. And we haven't helped when we have put out explanations that are purposefully abstruse to make ourselves sound smart. Heck, read the MRA's definition and tell me whether you would repeat that to anyone you didn't hate! Essentially, we provide information that helps companies make smarter, more informed marketing decisions. That's what I tell people. I get people talking about the products they use and telling me stories about where and how those products fit in. BTW, loved the article about "focus group on steroids"! Good work. Frank When I tell people what I do, I get the “blank look”. People have a much better idea what is an astrophysicist than what is a marketing researcher.

Moreover, when we tie it to marketing, I get the “oh yeah” look. Because most people think they understand good marketing and that others just don’t get it.

I’m not so sure that people have a negative impression of marketing researchers as much as they have an erroneous impression. And we haven’t helped when we have put out explanations that are purposefully abstruse to make ourselves sound smart. Heck, read the MRA’s definition and tell me whether you would repeat that to anyone you didn’t hate!

Essentially, we provide information that helps companies make smarter, more informed marketing decisions. That’s what I tell people. I get people talking about the products they use and telling me stories about where and how those products fit in.

BTW, loved the article about “focus group on steroids”! Good work.

Frank

]]> Comment on Why not use Facebook for an online research community? by Jenni Beattie http://www.pluggedinco.com/2008/11/03/why-not-use-facebook-for-an-online-research-community/#comment-23 Jenni Beattie Tue, 04 Nov 2008 22:12:40 +0000 http://www.pluggedinco.com/?p=504#comment-23 Great article. I particularly agree with your point about knowing your participants. Good research and hence insights come from a foundation and that foundation are the participants. MROC market research online communities that are bespoke and set up with knowledge about participants will always deliver better insights to the client. Great article. I particularly agree with your point about knowing your participants. Good research and hence insights come from a foundation and that foundation are the participants. MROC market research online communities that are bespoke and set up with knowledge about participants will always deliver better insights to the client.

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