While face-to-face communication is great for acquiring in-depth insights, it is not the only method that can be useful for understanding the thoughts and motivations of consumers.
In circumstances where direct contact with research participants is not feasible or necessary, virtual techniques such as bulletin boards can be a fantastic way to acquire rich data through open-ended discussions.
Here is a closer look at how to use bulletin boards to learn more about your customers.
What Is a Bulletin Board?
In market research, a bulletin board is a methodology where participants engage in in-depth discussions about a topic over an extended period of time through an online forum or discussion thread.
It’s an asynchronous technique – meaning participants are not required to communicate at the same time – but instead can log in and respond to comments on their own schedule. Similar to a physical bulletin board, this technique provides participants a space to share their thoughts, feelings, and opinions in a digital format that doesn’t require direct interaction with a moderator or other participants.
5 Steps to Successfully Implement a Bulletin Board
- Researchers define the goals of the study and recruit participants who best reflect the target demographic.
- Participants are given login credentials and briefed on how to navigate the online platform.
- Throughout the duration of the research, participants are given prompts and questions to respond to at their convenience. Typically, they will have the ability to answer with text, share images and videos, or comment on responses with other participants.
- The moderator will guide the discussion and encourage participants to share their thoughts, elaborate on responses, and interact with other participants.
- Once the allotted time for the study is complete, participants will be thanked or rewarded for their time. Researchers will then analyze the data collected to identify trends and look for actionable insights.
Why Bulletin Boards Are So Effective at Gathering Data
In-Depth Responses
Participants are often more willing to open up and provide in-depth responses to questions because they have the luxury of time and the ability to work at their own pace. This can often lead to more detailed answers compared to face-to-face discussions where participants may feel pressured by time constraints and simply respond with the first thing that pops into their heads.
Overcome Geographic Limitations
The virtual nature of bulletin boards makes them more accessible to participants in different parts of the country or the world, widening the pool of potential applicants. This can be beneficial if you’re looking for a large sample size or information on consumers from diverse backgrounds that may be challenging to assemble in a physical setting.
Potential for Anonymity
Moderators can allow participants to stay anonymous, which may make them feel more comfortable discussing sensitive topics and limit potential biases that may arise when interacting with other participants face to face.
Flexible Format
Bulletin boards offer participants the ability to engage in open-ended discussions over a period of days or weeks, offering greater flexibility to moderators when leading discussions and expanding on recurring themes. Participants are also able to reply in a range of formats including text, images, and video, giving an added dimension to their answers.
Convenient and Cost-Effective
Hosting discussions entirely online through a virtual forum makes bulletin boards convenient and relatively inexpensive compared to in-person techniques such as interviews and focus groups.
When Does It Make Sense to Use a Bulletin Board?
When Targeting a Group That’s Difficult To Reach
Bulletin boards can be great for reaching participants who may be challenging to gather in one physical location. Perhaps you’re interested in reaching a new demographic in a different country or you’re looking to market to busy professionals who don’t have time to attend an in-person meeting. Bulletin boards offer convenience and flexibility that appeal to groups that may be left out of more conventional research studies.
When Tracking Long Term Consumer Behavior
Bulletin boards can also be helpful for situations that require longitudinal research – or the study of how behavior and attitudes change over time. Say for instance you’re interested in testing a new skincare product and want to know how participants feel about the experience of using it over several weeks. You could use a bulletin board to have them share photos and report their thoughts on the product each day as they’re actively using it.
When Exploring Complex or Controversial Topics
Bulletin boards are great for encouraging respondents to truly open up and provide detailed feedback. The convenience allows them to dig deeper than the first thing that comes to mind and provide more nuanced replies to moderator questions. The anonymity also provides a safe space for them to share their true thoughts on a controversial subject, product, or ad campaign.
Unlock the Power or Bulletin Board With New Perspectives
Interested in using this innovative technique to gather insights but not sure where to begin? Let New Perspectives handle it for you. Our market research experts can help you plan the study, moderate the bulletin board, and interpret the data to ensure you get the most useful information possible. Contact us today if you’re interested in using a bulletin board and need professional guidance.
