Synergizing natural and research communities
Towards a perfect synergy between listening into conversations on natural, and on research communities

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Author(s): Annelies Verhaeghe, Niels Schillewaert, Tom De Ruyck, Carel Vereijken, Stephan Ludwig
Collection: Online Research 2010
Keywords: Netnography (Analysis Of Web Behaviour), Market Research Online Communities (MROC)

ESOMAR Excellence Award Nominee - Best Paper 2010/2011
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Research panels are under pressure: response rates are in decline. By using methods like ‘social media netnography’, researchers can dig into an online source of textual and visual information to answer research questions, and get answers for unasked questions. Unfortunately, not all questions can be answered by observing online conversations. An authentic, interactive and engaging way to connect with contemporary consumers are ‘research communities’: participants brought together on an asynchronous discussion platform around a research topic of the group’s common interest. The fusion between listening into conversations on natural communities and asking questions on research communities will be illustrated by a study conducted with DANONE (Nutricia) Global R&D.



Date of publication: 19.10.2010
ISBN: 92-831-0245-2
Order Code: 56362_10
Number of pages: 20

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