Online research communities
Although online communities are a valuable resource for secondary research,
communities can also provide primary data. General Motors’ Fast Lane blog
is an example of an online research community that aids the gathering of
research data. The blog can be used as a means to elicit feedback to a particular
research problem. This is qualitative data that can aid the company in exploring
their research problem further.
Listening labs
When developing websites and online applications, usability testing is a vital
process that will ensure the website or application is able to meet consumers’
needs. Listening labs involve setting up a testing environment where the use of
a website or application by a consumer may be observed.