In our previous post, we’ve highlighted the opportunities of collaborating with participants as co-moderators. Next to moderation, participants can also add value when they are involved during the analysis phase, also referred to ‘crowd-interpretation’. The rationale behind crowd interpretation is that analysis of data is biased by a researcher gaze. To get all potential interpretations and insights hidden in the data, we should need to include multiple perspectives.
Today we officially launched our Global Community Moderator Network, a network of more than 150 moderators in over 30 countries across all continents, supporting us in the execution of Market Research Online Communities (MROCs). The moderators are recruited based on their qualitative research experience and – more importantly – they are trained and certified in running InSites Consulting MROCs.
Last Tuesday, Tom De Ruyck (Head of Research Communities) and Anouk Willems (Senior Research Innovator) hosted a Smartees Webinar on Consumer Understanding. They specifically focussed on how to connect companies with their consumers and how to inspire companies by confronting them with their consumer’s daily lives. Next to that, some practical cases of Unilever and Heineken were shared with the attendees. For those of you who weren’t able to attend this Smartees Webinar, we offer the full recording and presentation. And don’t panic! We have a lot of upcoming Smartees to offer, handling different themes so don’t hesitate to subscribe for one of these!