Below is the full research paper I presented at the AMSRS National Conference in 2011. I explored academic theory from disciplines such as psychology, sociology and human-computer interaction to help market researchers get more from their online communities.
3 key learnings from my research:
1. Social cues should drive the design of the community
2. Consider how you motivate. The most appreciated rewards aren’t the most obvious ones
3. Let the members into the driver’s seat. Sit back and enjoy the ride!
Like most market researchers, I had the good fortune of stumbling into this career. After completing my Masters in Communication, I became an insights community manager at one of Australia’s first agencies to do online qual.
This led me to years of reading, learning, and writing about the impact of technology on market research and I've shared my ideas at industry conferences in Australia and overseas.
Now I manage the Voice of Customer program at ME.