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.