Agile instead of fragile

using the strengths

communities

Agile instead of fragile

using the strengths

communities

The digital era has changed market research and in doing so has brought the role of online research communities to the fore. Online research communities have the potential to significantly increase the quality and efficiency of research projects. In a recent webinar, we highlighted this aspect under the title “Agile instead of fragile: Using the strengths of online research communities”. We presented three insightful use cases and underlined the central message: there is a suitable community solution for every project, every goal and every question.

Agility in online research communities: case studies and best practices

At SKOPOS CONNECT, we support a variety of communities and thus provide a digital dedicated line from the company to the customer. We transform quick access to the customer into relevant insights. Agile techniques are crucial to meet the demands.

The design of an online research community depends heavily on the individual needs and goals of the customers. In joint workshops before the community is launched, important questions are clarified, such as the duration of the community (short-term or long-term), the branding, the recruitment methods, the focus on quantitative or qualitative research and the target groups (B2B, B2C, employees). This adaptability forms the basis for success.

Flexible design of communities

Short-term communities, which exist for a limited period of time, are ideal for identifying issues and deriving recommendations for action. They offer the opportunity to accompany customers in their daily lives. By contrast, long-term communities are designed to maintain an ongoing customer dialog and strengthen customer loyalty.

The number of participants in online communities varies considerably. From small groups with 80 to 100 members to huge communities with over 40,000 members. The diversity of participants depends on the customer needs and research objectives.

The use of various research methods within the community enables comprehensive data collection. These include classic surveys, UX tests, product tests, moderated and unmoderated discussion forums, and recruitment for workshops. The flexible software architecture allows the integration of new tools and survey software to provide customers with the best possible solution.

Interactive research approaches and feedback integration

Integrating interactive research approaches into online research communities is an effective way to make the research process agile. This includes using quick polls, surveys and discussions to capture members’ sentiment quickly and efficiently. If needed, one-on-one interviews can also be conducted to address interesting posts or comments from members in more detail, thus keeping motivation high.

The redesign of an online service

In collaboration with an energy provider, we have completely redesigned the customer portal. The agile approach comprised several sprints that were aligned with the customer’s sprint cycle. The participants were willing to accept changes and provide feedback on usability and features. The community acted as an advisory partner to ensure an efficient and successful redesign of the customer portal. This improved usability and user-friendliness.

A product test in a community

A special subsample was selected from a long-term community, i.e. a community within an existing long-term community was founded to test a product over a period of several weeks. Participants were selected on the basis of interaction and commitment. The iterative approach made it possible to dynamically adapt the test series and collect feedback from members. Members were intrinsically motivated and even at the end of the test wanted to be able to keep the tested product.

The beta app test of the DB Navigator

Deutsche Bahn conducted a beta test for its DB Navigator, involving members of a long-term community in the process. The community was asked to provide feedback on the app and helped to improve it through regular updates. Over a year and a half, almost 40,000 members were invited to test the app and provide continuous feedback before it was made available to the general public. The approach ensured quick results and close collaboration between the company and the members.

Efficiently achieve research objectives and generate qualitative results

Agile practices offer enormous advantages for online research communities. Through flexible adaptation, a wide range of research methods and interactive research approaches, research goals can be efficiently achieved and qualitative results obtained. These approaches make it possible to focus on the needs of customers and members and to make the entire research process dynamic and effective. By involving the community as an active partner and advisor, companies can gain valuable insights and make better decisions.

The author

Janina
Project Leader
Communities & CX

Janina Schallenberg has been employed at Connect since 2017, first as a working student and then for 5 years as a project leader for communities and CX. She works with customers from well-known companies in the mobility, health insurance, food retail and trade sectors.

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