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research
The objective of this report is to provide strategic guidelines for successfully utilizing static online communities (i.e. web blogs, message boards, newsgroups) for marketing research. The basis for these guidelines is a study of static community communications done by al berrios & co. during the summer of 2004. The study, which included surveying and observation, provided us with an understanding of the environment and consumer who uses it.
Why Use Static Online Communities for Data Acquisition?
Using our guidelines you will spend less time and money researching consumers that do not qualify for your research. However, to do so you will have to change your thinking about how you define your segment because as you will see the internet plays by different rules. The point is that you will be spending money on researching consumers that are more relevant to your decision. Incidence is high.
You may argue that redefining your segment will not be accepted by top executives or shareholders. The results that this shift in thinking will bring can be expressed in more traditional terms. For example, in our survey on a Harley Davidson related forum (1) targeting Harley Davidson owners, the demographic information collected on the Harley consumers was similar to the demographic information of Harley consumers provided at Harley-Davidson.com.
| Static Online Community | Harley-Davidson | |
| Gender | 100% Male | 90% Male |
| Median Age | 40 years old | 45 years old |
| Median Income | $69K | $80K |
What this means is that if for the purposes of online research you define your segment creatively as Harley Davidson owners, you will have reliable and communicable results.
Guidelines
1) Define your target
segment along consumer interests and lifestyle traits.
During our surveying, the most responsive forums were the smaller communities
designated by a common interest, such as a particular TV show, popular movie,
or even product categories like cell phones. Larger communities such as those
at Yahoo! have similar attribute with 89.8% of static communities discussing
consumer-related issues that ranged from sports and recreation to online
dating. Defining your target market creatively according to their interests
and lifestyles will provide you with a roadmap to help you navigate the many
static communities on the Internet.
2) Utilize static communities
that are small and defined by a specific interest/discussion topic.
Small communities are often a result of a specific interest/discussion topic
definition. And again, our surveying was most successful on small forums that
had a narrow definition of their discussion topic (with ratio of 2 to 1, views
on our threads to postings by users. Respondents on larger communities were
often vulgar, puerile and a waste of time. Try to avoid larger boards.
3) Always identify yourself
as a researcher and state your purpose in understandable language.
Consumers don't like to be lied to, especially if it is in a place they feel
comfortable. A large part of why users of static communities are a part of those
communities is that they feel comfortable there. Lying to them will not only
end your research and cost you money, but will lead consumers to develop negative
feelings toward online marketing researchers.
4) Always start your research by addressing the interest/discussion topic
before asking specific questions about your research purpose.
Forum communities are like cliques. It may seem impossible to enter the community
and leave with strong research. However, if you talk to users about what
interests them before you ask them to talk about what interests you, you
will be successful. Asking users to talk about their interests is also helpful
to you because you can decipher if the respondent actually fits into this community
and therefore your target definition.
5) Keep your communication
authentic.
To be authentic you must be straightforward. Being straightforward, however,
will lead you into trouble as you are most likely not personally interested
in learning about the community and its users. So in order to be straightforward
and not end up in trouble, you must learn about the community and their interests
through secondary research and observation. Once you have done that you can
be craft authentic communications.
Write to Aankit Patel at editor@alberrios.com
Disclaimer:
The recommendations, commentary and opinions published herein are based on
public information sometimes referenced via hyperlinks. Any similarities or
likeness to any ideas or commentary from any other sources not referenced
is purely coincidental. al berrios & co. cannot control any results occurring
from advice obtained from this publication nor any opinion(s) conveyed by
any reader of this publication.
al berrios & co. does and seeks to do business with companies covered
in its research reports and studies. As a result, the reader should be aware
that the firm may have a conflict of interest that could affect the objectivity
of this report or study. Readers should consider this report or study as only
a single factor in making any strategic or investment decisions.
(c) 2001-2005. All Rights Reserved. al berrios & company, inc. Published by al berrios & co. This Report may not be reproduced or redistributed in any form without written permission from al berrios & co., subject to penalty.