Online Research Communities: Lessons from OnePoll's Success

Online research communities have transformed how brands gather insights and engage with their audience. For OnePoll, a market research firm known for quick and reliable insights, leveraging QuestionPro’s Online Research Communities was pivotal.

Building a Community That Thrives

In 2020, OnePoll faced a significant challenge: transferring an existing panel to a new platform without losing engagement. With QuestionPro, they seamlessly re-invited members and, four years later, built a thriving community of around 100,000 members. In 2024 alone, this panel completed 2.2 million surveys, averaging 184,000 per month.

So, how did they do it?

Steven McGee, Panel Manager at OnePoll, joined us in our latest webinar and shared valuable insights that could be highly useful. We especially want to highlight his key contribution to the importance of three core strategies for community success:

Consistent communication: Keeping members informed about how their feedback impacts decisions.
Incentives that matter: Offering a blend of intrinsic rewards (recognition and influence) and extrinsic rewards (monetary or gift-based) to keep engagement high.
Streamlined user experience: Ensuring that surveys and community activities are easy to access and complete, minimizing drop-offs.

McGee’s approach highlights the need for transparency and appreciation in maintaining a vibrant community.

The 10 Key Steps to Building a Successful Online Research Community

Drawing from industry best practices, Ray Poynter (a leading expert in new market research techniques) wrote 10 key steps that will help design and use an online community optimally.

Identify a community of interest: Focus on shared goals and interests to foster a sense of belonging.
Short-term or long-term strategy: Define clear objectives based on the duration and purpose of your community.
Blend qual and quant methods: Leverage surveys for large-scale insights and discussions for deeper understanding.
Recruit actively and strategically: Use targeted outreach to attract members that are aligned with your goals.
Encourage meaningful conversations: Create engaging prompts and follow-up questions to deepen discussions.
Reward participation thoughtfully: Use cash rewards, gift cards, and exclusive content to motivate members.
Balance work and fun: Incorporate interactive polls, quizzes, and challenges to prevent burnout.
Leverage behavioral economics: Use nudges like reminders and progress bars to boost participation rates.
Empower the community manager: Ensure they have the tools and authority to address member feedback promptly.
Explore innovative research ideas: Implement creative projects like video diaries, live chats, and themed challenges to sustain interest.

By following these steps, brands can build thriving online research communities that gather valuable insights and keep members engaged and invested. Whether starting from scratch or looking to enhance an existing community, these best practices offer a reliable roadmap to success.

Build a Community That Lasts

As Steven McGee puts it, “The success of any panel lies in keeping your members engaged and making them feel that their voices truly matter.” OnePoll’s journey shows that a well-managed online community can be a powerful asset for any brand seeking deeper insights and stronger customer relationships.

If you’re excited to learn more about building effective online research communities, we have just the thing for you!