Let’s face it, research isn’t exactly the most glamorous thing in the world, it is important and it is very necessary, but definitely not glamorous. Those inside the field of research know this and understand it but with the co-creation revolution well underway it is difficult to translate this understanding to the consumers newly immigrated in to the research world.

Having a co-creation or research community is one thing but making it appealing and engaging for the consumers involved is quite another. It begs the question, how do you make research interesting to the masses?

When setting up a research or brand community I tend to get a brief that usually includes objectives, a list of questions and some points that need to be interrogated. It is with this brief where the success of the community lies. If the questions are posed to your community as they are, you will get a similar unexciting response; however if you are bold with your tasks and open up the brief, your community and output will reap the rewards.

Adding video briefings for posts is an easy way to increase engagement! (That's me by the way!!)

Yes, a community is essentially research but the nature and openness of the situation allows you to use your imagination, try new things and push research boundaries. It is not easy to be original but if you take the time and be creative, your members will follow suit.

As I mentioned in one of my previous posts, one key to community management is knowing your audience and it really comes in to play here. You have to make your tasks relevant to your community members, knowing what current trends surround them is extremely important. It allows you to strike a common ground with your members and allows them to apply the tasks to real life situations.

It’s not just about being creative with words though, media is also very important. Use music, videos and images to explain and bring your tasks to life. The inclusion of stimulus is always intriguing for members and encouraging them to attach their own multimedia permits them to bring their world to you.

As a brief example, get your community members to explain their answers through images and videos rather than just text, this is a really simple thing to do but it can lead to some great response and much more stimulating insight.

Allowing consumers to answering through image allows them to be more creative and you to gain more stimulating insights.

If a community and its output is going reach its full potential there has to be a bridge from the research world to the world of the consumer.

Without careful strategy community tasks will be dry, but by breathing life in to the process and engaging consumers on their level it instantly becomes a breeding ground for ideas and opinion. Yes, research will never be the most glamorous field in the world but by involving and engaging consumers in the process results will always be unpredictable, forward thinking and very exciting.

Matt