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Investigating Stakeholder Requirements for Designing an Effective Online Research Community Platform

Author

Listed:
  • Carmen Acatrinei

    (The Bucharest University of Economic Studies)

  • Laura Daniela RoÈ™ca (Tănase)

    (The Romanian-American University)

  • Oana-Maria Secară

    (University of Oradea - Faculty of Economic Sciences)

  • Traian Alexandru Năstase

    (iSense Solutions)

Abstract

Online research communities offer collaborative environments where organizations can interact with consumers in real-time to gain insights, build innovation projects, and access relevant audiences passionate about providing impactful responses. This research paper aims to uncover key insights from stakeholders for designing an online research community platform. To achieve this objective, the study conducted research among relevant stakeholders, including market research agencies, advertising agencies, professional associations, researchers, private marketing specialists, and future members/participants in the online community as respondents in the studies conducted. The specific objectives were to identify stakeholders' needs for tools and technical solutions to design an online research community platform, pinpoint specific needs for online communities, and identify desired functionalities regarding the online community platform. The ideal online community platform should offer various functionalities to cater to different users' needs. The platform must be user-friendly, with intuitive and easy-to-understand features for users at different experience levels. A pleasing visual design that is simple and airy with clear identification of each button/element on the page is necessary to create a perfect environment for interaction with participants. Overall, the findings from this research study provide valuable insights into stakeholders' needs for an online research community platform. By identifying these needs and desired functionalities, the study guides the development of an effective and user-friendly online research community platform that can compete with foreign platforms, bring together research agencies, interested brands/companies, and members-consumers, whose input is valuable and crucial in today's business world.

Suggested Citation

  • Carmen Acatrinei & Laura Daniela RoÈ™ca (Tănase) & Oana-Maria Secară & Traian Alexandru Năstase, 2023. "Investigating Stakeholder Requirements for Designing an Effective Online Research Community Platform," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 17-25, April.
    • Handle: RePEc:aes:jetimm:v:1:y:2023:i:1:p:17-25
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    References listed on IDEAS

    as
    1. Elina H. Hwang & Param Vir Singh & Linda Argote, 2015. "Knowledge Sharing in Online Communities: Learning to Cross Geographic and Hierarchical Boundaries," Organization Science, INFORMS, vol. 26(6), pages 1593-1611, December.
    2. Chan, Kimmy Wa & Li, Stella Yiyan, 2010. "Understanding consumer-to-consumer interactions in virtual communities: The salience of reciprocity," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1033-1040, September.
    3. Xie, Xuemei & Wang, Lijun & Zhang, Tao, 2023. "Involving online community customers in product innovation: The double-edged sword effect," Technovation, Elsevier, vol. 123(C).
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    More about this item

    Keywords

    online research community platform; qualitative research; stakeholder insights; marketing; virtual communities.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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