Pop up communities
In addition to the “extended” online communities we also deliver shorter term pop up communities – or online forums. They contain all of the same features and benefits of a standard online community, but will run for (typically) just 2-4 weeks. Discussion threads are designed to align with the project objectives – and the feedback is fast, deliberative and detailed.
This approach affords several benefits over other qualitative research methods (such as focus groups):
- Greater levels of engagement
- Thinking time for participants, researchers and clients
- Flexibility to amend discussions throughout fieldwork period
- Ability to easily update and download videos and photos
- Provides a more considered and open response, especially around sensitive issues
- It delivers the “best of both” – discussion and debate (like groups) and an ability to drill down to understand the individual (like depths)
- Provides scope for a broader geographical coverage
We have used shorter online forums / pop-up communities for a vast array of projects – including recent studies that have helped clients understand declining NPS scores, shape and re-define propositions, understand behaviours (including barriers to purchase), design campaigns, test communications messaging, redesign literature (e.g. invoices), identify NPD opportunities, understand brand perceptions (including customers and non-customers) and to test products.
How Mustard has helped Tangle Teezer
Mustard has used its “pop-up” communities to help the successful haircare brand Tangle Teezer launch several new products.
Discover how pop up communities can make a difference to your business
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Our people are our business. The Mustard team is an eclectic mix of skilled, passionate researchers and strategists. We’re all in the job to make a difference, and love nothing more than seeing our clients win.
