Why Online Research Communities should be in every researcher’s toolkit

26th June 2025 11:52

Why Online Research Communities should be in every researcher's toolkit

Article by Senior Research Manager Amy Greenwood. 

When most people think of qualitative research, they picture focus groups in conference rooms, complete with flipcharts, marker pens and the occasional biscuit break. But my first experience of qualitative research took a different route. I started my career working with online research communities, and they have been close to my heart ever since.

Communities are such a versatile way to understand people. They allow you to keep the conversation going beyond a single snapshot in time, capturing how thoughts and behaviours develop and change. Instead of squeezing everything into one session, we can explore topics in a more natural, reflective way.

I have run communities on everything from the big picture, like understanding how people think about their health and wellbeing, to the small details… yes, I once spent a week discussing the role of easy peelers in supermarket fruit aisles (and let me tell you, Clementine loyalty is a serious business!). But one of the most impactful studies I have ever worked on involved exploring the fears disabled people have about being physically active. Many participants were concerned that increasing their activity levels could lead to reassessments of their benefits and financial support. For them, even taking part in the research was a risk. The anonymity and safe space of the online community were essential, and the insights we gained simply could not have emerged in a traditional research setting.

At DJS Research, I have always championed communities as a key part of our toolkit. We use dedicated community software and work with trusted partners to build communities that are engaging, inclusive and genuinely participant-led. They allow us to blend different methods in one place, such as open questions, polls, diaries, photos and videos, and to adapt as themes emerge. We can follow conversations as they unfold and dig deeper when something interesting comes up.

Running a community well takes planning and active moderation, but the benefits are worth it. They provide a safe space for sensitive topics, they are cost-effective compared to running multiple face-to-face groups, and they give us the depth and authenticity that help us understand people’s lives in a meaningful way.

I have seen communities excel in many different contexts: from early-stage concept testing to brand studies, from reaching niche or hard-to-reach audiences to tackling sensitive topics that need careful handling. They are not a replacement for every research method, but they are a powerful tool that deserves a place in any modern research strategy.

If you are curious about how communities could enhance your next research project, I would be delighted to share more about how we run them at DJS Research. We are all about giving people a voice and helping clients get closer to the audiences they want to understand.

Because in the end, research is about seeing the world through someone else’s eyes, and online communities make that possible in a truly authentic way.

For more information about our approach to Online Communities at DJS Research click here, or reach out to Amy directly at agreenwood@djsresearch.com.

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