Abstract:

The goal of this paper is to draw a blueprint for an enhanced and holistic approach on online community research. Both researchers and clients will cede control to participants and make use of new web technologies, in the different phases of the research process. This new approach is very useful in researching consumer habits, practices and consumer needs which is followed by brainstorms with a larger group of participants. This finally results into new insights. Applications lie on the fuzzy front end of product and communication campaign development or product experience testing (e.g. in order to detect possible improvements).