Ferneley, E, Heinze, A and Child, P 2009, Research 2.0: encouraging engagement in online market research communities , in: UK Academy for Information Systems (UKAIS), 2009, Oxford.

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Abstract

Research 2.0 is the emerging term used to describe the use of Web 2.0 platforms to conduct research with geographically dispersed participants. Research 2.0 is becoming particularly popular within the market research industry. We argue that Research 2.0 communities are fundamentally different to the traditional online research communities (ORCs) as they have a specific aim of satisfying research objectives that can inhibit rather than enable community development. This paper reports on two key issues: potential ways to improve the engagement in and e-moderation of online research communities (ORCs), which are using Web 2.0 tools. The study adopts an interpretivist stance and uses data triangulation - online community members’ survey, three months of observations and three focus groups with moderators in the market research company. The findings suggest a typology of motivational factors that drive the ORC members, to improve their engagement and it is suggested that specific member types such “Social Engagement Seekers” and “Hobbyists” should be encouraged and nurtured. Additionally we find that there is a need to reconsider the moderator role within Research 2.0 environments.

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