Online comm 12 x 8

As a qualie it will come as no surprise that I love designing, moderating and analysing focus groups.

But for certain marketing challenges I find myself suggesting online communities at the heart of the approach, especially longitudinal studies needing to collect detail in the moment and / or requiring co-creation and iteration.

Recent communities have helped me uncover insights such as…

  • How people use different news sources on different occasions – e.g. following a news source on Twitter on a smartphone for breaking news before turning to a print version of another news source the next day for a more considered report
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  • How sub-branding should be look on a website to be effective yet avoid outshining the parent brand - by retesting designs over time through individual response and creative group discussion
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  • How professionals’ behaviours change during the year – by monitoring them over time and creating a detailed picture of how – for example - services like seminars / client connect sessions are deployed during industry lull periods about seasonal topics
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As we play out ever more of our lives online, on the right challenge, it feels fitting for research to change alongside the behaviours we are looking to understand.

If you have a challenge that you can’t unlock soley with focus groups or depths, it might be time to try online.

Anna Parry

Want to chat further?  Please drop me a note on anna@redblue.co.uk or call 0207 099 1813.