Research 2.0 is the emerging term used to describe the use of Web 2.0 platforms to conduct research with geographically dispersed participants. Research 2.0 is becoming particularly popular within the market research industry. This paper reports on engagement in and e-moderation of online research communities which are using Web 2.0 tools, specifically we draw on three case studies that are operated by a commercial market research company in the UK on behalf of their clients: easyJet plc, Telefónica O2 UK Ltd and United Biscuits UK Ltd. The study adopts an interpretivist stance focusing on the e-moderation process and uses data triangulation - online community members’ survey (465 responses), three months of observations and three focus groups with staff in the market research company. The findings drawn from the research suggest that there are fundamentally different requirements for Research 2.0 communities to the more familiar collaborative online communities.
Ferneley, Elaine and Heinze, Aleksej, "Research 2.0: encouraging engagement in online market research communities" (2009). UK Academy for Information Systems Conference Proceedings 2009. 27.