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

List of publications
Visual Description
Visual Description

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 Best Paper Award 2010/2011
PDF version (download)
Display prices in :
EUR 15.00
Members: EUR 0.00

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

Shopping basket

Your basket is empty

Are you a member?

Log in to obtain special member prices or to download publications for free.

 Sign in  Send me my password

Not a member? Read more about membership benefits
For marketer strategists and intelligence providers worldwide, our publications represent the leading edge thinking in marketing, advertising, media and market research.

This publications service offers the opportunity to view and purchase the complete range of ESOMAR reports, books and individual papers.

For further information about publications contact ESOMAR Publications Services: