In this glossary, the most important market research terms from this database and the textbooks are simply explained
Online communities in market research are virtual platforms where a group of participants come together to share information, discuss ideas, and participate in research activities. These communities can either be publicly accessible or open only to selected members. Online communities are categorized as qualitative methods and provide answers to the following questions:
Consumer feedback: communities allow participants to express their opinions, experiences, and desires about products or services. Companies can gather valuable feedback to improve their offerings or develop new products.
Brand perception: Communities offer insights into consumer perceptions and attitudes toward specific brands. Companies can understand how their brand is perceived and which aspects can be improved.
Product development: Through direct contact with the target group, companies can generate ideas for new products and gather feedback on prototypes or concepts. Communities enable close collaboration between companies and consumers throughout the product development process.
Trend monitoring: Communities can help identify trends in consumer behavior, preferences, and needs. Companies can use this information to adapt their marketing strategies and identify relevant trends early on.
Target group research: By analyzing the posts and interactions in a community, companies can gain insights into the demographics, geography, interests and preferences of community members. This helps in segmenting the target group and enables a targeted approach in market research. Campaign evaluation: Companies can obtain feedback on their marketing campaigns in an online community. Participants can share their opinions on promotional materials, messages or other marketing activities. This helps companies evaluate the effectiveness of their campaigns and make adjustments if necessary.
Customer loyalty: Communities offer companies the opportunity to build a close relationship with their customers and strengthen customer loyalty. Through regular interactions and sharing of information and experiences, community members feel more connected to the brand.
Online focus groups are a method of market research in which a group of participants come together over the Internet to participate in a moderated discussion. Compared to traditional focus groups where participants meet physically in one location, online focus groups allow for virtual collaboration. Limitations of online focus groups compared to traditional focus groups may include:
Limited nonverbal communication: because participants are not physically present, important nonverbal cues may be lost. Gestures, facial expressions, and body posture are more difficult to interpret.
Technical challenges: Participants need a reliable Internet connection and must have basic technical skills to participate in online focus groups. Technical issues such as disconnections can interfere with the process.
Limited social dynamics: the virtual nature of online focus groups can make it more difficult to establish a natural social dynamic between participants. Participants may feel less connected and may be less open in their responses.
Through online focus groups, various questions can be answered, such as:
Opinions and attitudes about a particular product, brand or service.
Feedback on new product concepts or ideas.
Understanding the needs and wants of the target audience.
Responses to marketing campaigns or promotional materials.
Identification of problems or opportunities for improvement.