Will Communities Kill the 6 Group Project by Nick Priestley #SoMeMR #li #mrx

15.30 PANEL: Will communities kill the 6 group project?

  • The future for research communities in generating insight
  • How online communities fit into the overall market research mix
  • Evaluating cost efficiencies and quality trade-offs

Nick Priestley, Managing Director, Tuned In

  • Are communities mainstream now? We are approaching mass market in terms of awareness. People still have concerns about blurring boundaries but there are more and more success stories. Barrier is internal stake holders.
  • Is it research? should we call it research? It’s more about collaboration and getting input in at the beginning. Forward thinking clients are open to it. Does it replace traditional focus group?
  • is 6 group project under threat? It will never die. It is still relevant. But there are many benefits to online approach. Start with hypotheses, develop over time. You can do this in two hour. Vast geography, you can’t do focus groups in hard to reach areas.
  • What kind of people work best in communities? 1% are super users, 9% are active, 90% don’t do anything. We want more people to be active. Now, people are more familiar with the idea. We need to show the process more to interest more people.
  • Segment communities so you can identify the creative people and the strict people and use each group to their strengths. Find tasks that are creative as possible to encourage people. People often don’t realize they were capable of expressing themselves in that way.
  • Audience – it’s important to listen to people who know nothing and these people aren’ t in communities.
  • Online doesn’t necessarily mean cheaper. You get more value from community. More people, less geography issues, less time of day issues, more natural setting, technology gives you more creative options.
  • Is it the shiny object effect? Do groups need a fresh spark? There is absolutely room for both. [Ah yes, the dichotomy must always be there, qual vs quant, online vs offline, MY favourite must always win. Can we just all use one big tool box with all the shiny tools in it?]
  • Are communities a safe haven with fewer ethics issues? Are communities fake social media? Communities are no different from people in real life.
  • Audience – Will facebook put an end to parties? Same as will communities put an end to groups. The two must work together. [ha, yeah. no more parties for me.]
  • Communities when used properly will replace parts of panel and parts of focus groups. [Because it is a better tool for various objectives. Use the RIGHT tool from your toolbox.]
  • Audience – Are focus groups more boring than they need to be? Can we incorporate fun of communities back into focus group.
  • Audience – What about finding pre-existing communities, that aren’t created by MR. This area is littered with huge fails because of lack of transparency, researchers failing to identify themselves. Perhaps use those areas for recruitment. [remember patientslikeme]
  • Audience – 6 groups aren’t under threat, the creative brainstorming groups are under threat. Communities let you do it over a longer period of time.
  • Audience – Are communities at risk because anyone can do them, even if you aren’t trained? Well, the client can read the entire transcript and confirm it all.
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