20 Community tips from the Twitterversity

Last week Tom De Ruyck was one of the visiting professors at the Market Research Twitterversity. His 20 tips for running a community were immensely popular according to the organization. We listed them below!

  1. Think before you act: do you need a short forum or an ongoing community? Are you able to manage a LT one?
  2. ‘Research Communities’ are qualitative of nature. Quantitative questions? Start an ‘Online Research Panel’!
  3. Remember: Research Communities are never representative! They are a qualitative tool and specific profiles participate.
  4. Work with participants that show identification with your brand and/or the research topic! They are the best…
  5. Work with 150 people max: our scientific research shows that more members will not deliver you extra insights.
  6. Be happy with 30 answers on a topic. We know that the number of new arguments in a post saturates after 30.
  7. It’s an illusion to think that all participants will answer all questions. Would you do?
  8. Right number of people + right type of participants is NOT a community yet. You have to build a community!
  9. Parts of the briefing: who is the client? goal of the project? incentives? when will the company give feedback?
  10. Have a conversation guide ready before you start. Even if it’s a community of 3 month or a year… Be proactive!
  11. Be sure that you have a gatekeeper/ambassador of the project @ client side, taking care of input and feedback.
  12. Co-create the conversation guide with the gatekeeper and internal clients. Make sure it’s chucked into themes.
  13. Conversation guide can consist of: polls, qualitative questions, short tasks, uploading pictures, … Make it fun.
  14. Try to have different ‘virtual rooms’ in your community: giving feedback to your stimuli vs. unsolicited feedback.
  15. Give part of the community back to the members: their ‘room’! It’s the social glue of your community.
  16. Last but not least: make sure you have a moderator with the ‘C-factor‘! 🙂
  17. Use gaming elements in your community to keep members engaged: expert statuses, badges, random acts of kindness.
  18. Present your results in an engaging way: workshop, infographic, short movie, news website (INFOTAINMENT)
  19. Keep in mind that quantitative validation of insights can be good. Remember: communities are not representative.
  20. Enjoy it! Have fun! 🙂 ‘Research Communities’ are just great to do, as a researcher, a client AND a participant!

You might also be interested in

How the rise of e-commerce during the pandemic is fueling ‘liquid expectations’

According to IBM’s Retail Index, COVID-19 has accelerated e-commerce adoption by five years. As many consumers turned to online shopping…

Back to the Future with Jarrad Dunning (Bankwest)

Brands and consumers alike are going through times of turmoil, challenging research and insights professionals to rethink their long-established practices…

Bothism

The rise of ‘bothism’ and what that means for your brand

In the current digital era, with 24/7 access to a global offering, the world has become our playground. With one…