Online content creators, bloggers and vloggers, are now becoming an increasingly important source of information about new products, services or offer available on the market. Learning their opinion about new trends, products or consumer behaviour might be of key significance for débuts and product launches. IRCenter recommends taking advantage of the knowledge derived from qualitative research (FGI and IDI) conducted with online content creators, bloggers and vloggers, for example, in order to:
- test advertising and communication concepts, in particular in terms of their potential to spread in digital media (liquid content);
- build marketing engagement strategies thanks to understanding how the consumers become engaged in digital media;
- develop products, in particular as regards optimizing marketing mix (4P);
- analyse consumer trends.
Online recruitment makes it possible to reach target groups that might be difficult to reach using traditional research methods, like bodybuilders, football fans, debtors or gamblers.