Online research community | Solutional Webdesign Antwerpen

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An Online Research Community is a dynamic digital platform where qualitative research is conducted efficiently and in-depth. This tool allows brands to engage with difficult-to-reach customer^[1] segments and provides a more participatory research approach. It comprises both public and private communities, with the latter often preferred for sharing sensitive brand^[3] information or focusing on a specific customer segment. The community fosters interaction among users, enabling rich responses and supporting ideation processes. It also allows brands to observe member interactions, ask questions, and receive continuous feedback. Moreover, the technology^[2] used in these communities is adaptable to varied research needs, supports idea generation, and provides instant feedback.

Terms definitions

1. ↑ customer.

1 The primary entity in this text is the 'customer.' A customer is an individual or entity that purchases goods or services from a business. They are crucial participants in the commercial landscape, forming relationships with businesses through transactions. Customers can also be classified as 'clients,' especially when they receive tailored advice or solutions from a business. The term 'client' originates from Latin, implying a sense of leaning or bending towards a business. Customers vary in types - from end customers who directly buy products or services, to industrial customers who incorporate these goods or services into their own offerings. These customers can have different relationships with the business, such as being employers in construction projects. Businesses often segment their customers into different categories, like entrepreneurs or end users, to better understand and serve them. The understanding and management of customer relationships is a critical area of study and practice in business.

2 The primary entity in this text is the 'customer.' A customer is an individual or entity that purchases goods or services from a business. They are crucial participants in the commercial landscape, forming relationships with businesses through transactions. Customers can also be classified as 'clients,' especially when they receive tailored advice or solutions from a business. The term 'client' originates from Latin, implying a sense of leaning or bending towards a business. Customers vary in types - from end customers who directly buy products or services, to industrial customers who incorporate these goods or services into their own offerings. These customers can have different relationships with the business, such as being employers in construction projects. Businesses often segment their customers into different categories, like entrepreneurs or end users, to better understand and serve them. The understanding and management of customer relationships is a critical area of study and practice in business.

2. ↑ technology. Technology, derived from the Greek words meaning craft and knowledge, is a broad term that refers to the tools, machines, and systems developed by humans to solve problems or fulfill objectives. Originating with primitive tools like stone axes and the discovery of fire, technology has evolved significantly throughout human history. It has been instrumental in different eras, from the invention of the wheel and advanced irrigation systems in ancient civilizations to the birth of universities and printing press during the medieval and Renaissance periods. The Industrial Revolution in the 18th century marked a significant shift in mass production and innovation, giving rise to modern technologies like electricity, automobiles, and digital communication platforms. Today, technology is integral to various aspects of life and society, driving economic growth and societal change, while also raising concerns about security, privacy, and environmental impacts. The future of technology is expected to bring even more advancements, with the rise of artificial intelligence predicted to have significant implications for the job market.

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Glossary

Online research community (Wikipedia)

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An online research community (part of Research 2.0) is a part of an emerging and developing area in market research making use of developments in Web 2.0 technologies and online communities. They allow qualitative research to be conducted efficiently and deeply online.

Both public and private online communities offer opportunities for research, but many brands are wary of sharing company information openly. Invitation-only, private online communities centred on a single brand or customer segment may be the solution. These private communities can also engage customer groups or target consumers who might be difficult to reach using traditional off-line methodologies. Consumers enjoy this new, more participative research approach and the interaction with other users re-introduces the social context often missing from other research approaches that conceive of the consumer as an isolated individual.

Brands also benefit from online communities by having them on-hand to answer questions, test hypotheses, and observe. Online technology can adapt to almost any research need, be it showing creative stimulus material, gathering ideas for innovation and co-creation or simply an instant 'go/no go' needed. The continuity built through online networks brings new possibilities for supporting ideation processes. With a group of people on board, research can keep pace with internal development processes, providing a consumer feedback loop to check new ideas, such as product development, from inception to launch.

In an online research community members (rather than respondents) talk to each other – they exchange ideas and discuss issues with each other. Unlike a panel this lets researchers observe how people interact, the language they use, and lets them raise the questions they want to ask, which results in richer responses.

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