Insight-ing Communities Values
Background
Our Client – pioneer in social media platform – wish to understand how users in Indonesian market derive value from their communities and how they perceive the value.
Objective
To obtain insights into how people experience their communities that they derive value from (both offline and online)
To understand how digital tools support/ enhance the value of the communities
To identify any opportunities for Client to better-connect users with communities or to deepen the value users derive from participations in communities
Challenges
Client challenged us to come up with creative approach to better capture responses based on real-life context. Instead of conducting this study through conventional approaches like in-depth interview or observations, we proposed to conduct online research through a platform that is similar with social media platform in nature.
How We Do It
Prior to interviews, research participants completed their digital diary to capture their various activities with their communities by joining the Recollective platform.
During the digital diary exercise, we asked them to submit a combination of images and written responses.
Through the digital diary, we reveal how ‘a day in the life’ of the group member is like, and use it as a basis for discussion during the interview sessions.
Solution
Applying story-telling approach, we are able to capture real interactions amongst community members, which revealing values derived as well as identifying some key potential areas which helps Client to generate some ideas on how they should take role in the future.