Micro-Communities

Mullti-ethnic group of business person with blue chat box

Micro-Communities

Essentially, Micro-Communities are BBFGs on a grand scale, with anywhere from 50-100+ participants, engaging in a conversation which lasts a few weeks to a few months.

Recruitment is handled much the same way as other qualitative studies, but the incentive structures are more complex.  It’s important to offer enough “carrots” along the way to keep respondents engaged and prevent attrition.  It is critical to have a strong strategy and detailed editorial calendar to keep the conversation on track, moving, and to get the insights you’re after.

Micro-Communities can be very useful for In-Home Usage Tests (IHUT), allowing us to dive deep into the consumer’s whole experience with the product:

  • anticipation & expectations
  • first contact with the packaging
  • first usage
  • day to day application
  • de-brief on how the product met expectations
  • Improvements that need to be made.

Weakness & limitations

  • Expensive
  • Takes a lot of planning
  • Takes a lot of time
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