This is the first in a short series of blog posts on the subject of Engaged Research. We’re starting with “Why is engagement important?” and “How to better engage participants?”. The next in the series will tackle the role of a Research Moderator evolving into a Research Community Manager. We’ll finish with our thoughts about where the focus on engagement in research can lead.
First some context
Having a background of implementing literally hundreds of online communities for a myriad of business uses, we’re in a unique position of being able to look at research communities from a different angle to most agencies and solution providers.
In business applications (often marketing-led), one community goal typically sits above all others: engagement.
A lot of effort goes into building technology that stimulates engagement, designing and adding community topics and using content that deeply engages members. Around that, the most successful business communities have strong Community Managers that work to create active, lively interactions that sustain and grow member engagement. Not to mention the need to track engagement as a measure of community health and demonstrate a ROI...