Online Communities vs Panels

Picture this scenario. Your competition is eating your lunch. Your products aren’t as popular as they used to be, or you aren’t growing the way you thought you would. You’ve looked at the data: your NPS scores are good, you still have a four-star average rating online, and there are no alarm bells going off on social media. But something isn’t working. Or maybe it is, but you don’t know why. 

You need to get inside your customer’s head. But how? 

A few years ago, the go-to option was to assemble a panel. And yes, panels are still a solid choice. Panels can be executed quickly, speak to a large volume of clients, and collect a large volume of valuable quantitative data in a relatively short amount of time. But do panels really get into the heads of your customers? Or do you need something with more depth and more detail to really get to the heart of your audience? 

This is where online communities come in. 

Online communities have existed almost as long as panels have. (We founded our company as Communispace in 1999, effectively creating this category of research and sparking a new way of approaching customer insights). Many brands have realised that the best way to tap into the conscious (and even subconscious) thoughts, feelings and behaviours of their customers is to tap into the power of community. 

Yes, panels are bigger – you can speak to tens or even hundreds of thousands of customers and potential customers – but bigger isn’t always better. Even though communities are smaller (hundreds or thousands of participants), they allow for more nuanced and detailed feedback. Participants can express their opinions freely in a much more intimate setting – unlike large-scale panels where they might feel like just another number. 

But while quantitative panels have their place in market research, the best way to get a more comprehensive view of customer needs, motivations, and behaviours is to add a community to the mix. 

Over the past 20 years, Market Research Online Communities (MROCs) have evolved from untested, experimental tools into an essential, trusted tool in the market research landscape. While the initial response might have been sceptical, MROCs took off and quickly became instrumental in helping companies stay in touch with customer needs and behaviours in real time. 

That’s because only MROCs enable companies to dive deeper into customer preferences, gather feedback over a long period of time, and combine qualitative human insights and quantitative data analysis at the same time. 

Importance of Relationships

One of the core strengths of successful online communities is their ability to foster deep, meaningful relationships between brands and customers. These communities thrive on reciprocity, transparency, and trust – not transactions. Instead of simply focusing on what customers are buying, MROCs allow companies to dig deeper and uncover the “why” behind consumer behaviours and preferences.

That’s because online communities are more than data collection tools; they are vibrant, social spaces where participants meet and interact to discuss their shared interests and goals. Many people join communities because they want to feel part of something larger than themselves. The community becomes a place where they can connect with like-minded individuals, contribute to meaningful conversations, and help shape products or services. Because online communities are all about relationships, they allow for a more authentic exchange of ideas that go far beyond the numbers. In market research, these are known as Market Research Online Communities (MROCs).

Panels are more transactional. Participants are recruited to provide responses to surveys, often in a one-off or periodic manner. While panels are really effective at gathering large amounts of data in a short amount of time, the data isn’t as nuanced or rich as the data gathered in an online community. 

Think of the places people gather in everyday life. What does a train station or a grocery feel like versus a coffee shop or park? Where are you most likely to have an open conversation? Where are you most reserved? Simply having a group of people in a specific setting isn’t enough to reveal more about their authentic selves. 

That’s the secret behind online communities – the relationships between the research team, and the participants. Because participants are more likely to share personal stories, emotions, and experiences when they feel a sense of trust and connection, researchers can dig beyond surface-level data, providing a more comprehensive understanding of their target audience. 

Here’s how the relationship differs between a panel and an online community: 

• Participant as Partner, Not Just Respondent:

In online communities, participants are seen as partners in the research process – not just numbers. This approach encourages a more honest exchange of ideas. Communities also allow researchers to re-engage the same audiences, unlike most panels. Participants are motivated by their desire to contribute something meaningful to the discussion, and their insights are far more candid. Participants in the panel, on the other hand, may simply provide responses without a deeper connection to the research. Think of filling out a survey about your customer service experience versus leaving a comment on their Meta page…the tone and information you provide is probably very different! The same can be said for panels.

• Depth Through Relationship:

Online communities play the long game. Because these communities allow for ongoing interaction, participants become more comfortable and open, leading to richer, more subtle insights. For example, instead of simply answering survey questions, participants in online communities might share personal stories, engage in discussions, and provide feedback that evolves as the conversation deepens.

• Storytelling as a Research Tool:

In online communities, the relational environment encourages storytelling. Participants don’t just provide dry factual data points; they share experiences and narratives that reveal the underlying motivations behind their behaviour. This storytelling is crucial for understanding the “why” behind customer actions, something that panels—focused more on collecting data points—often miss.

• Ongoing Dialogue, Not Just Data Collection:

Online communities operate on the principle of ongoing dialogue. Regular, transparent feedback from the brand on how participants’ input is being used builds trust. Participants are more likely to engage when they see the impact of their contributions, knowing that their voices are driving real change​. This continuous interaction allows researchers to build trust with participants, resulting in more authentic and insightful contributions, making it ideal for ethnographic/longitudinal work. Panels typically take place as “one-offs” or on a regular schedule. 

Panels can be useful – but not for every use case. You should choose an online community over a panel when you need: 

• Exploratory Research:

Online communities are best for research that requires a deep understanding of customer emotions, motivations, and behaviours. The relational nature of these communities allows for exploration that is not constrained by rigid survey structures. Communities open the door for multimedia work, creative tasks, and any number of out-of-the-box methodologies researchers would like to try. 

• Long-Term Engagement:

When a project requires ongoing feedback or the ability to track changes in attitudes over time, online communities are your best bet. The relationships built within these communities keep participants engaged and invested, leading to higher-quality insights – over time. 

• Creative and Collaborative Research:

The relational environment of online communities makes them perfect for research that involves co-creation or collaboration with participants. This method allows researchers to harness the creativity and insights of participants in a way that feels natural and unforced.

Online communities offer brands a space to build authentic relationships and gather feedback that is honest, actionable, and impactful, giving researchers a window into the minds and behaviours of the audience.  

Business cycles are moving faster than ever, and it’s become a challenge keeping up with customer expectations. Brands that want to stay relevant have to get to the heart of what really matters: customer wants, needs, and pain points. 

Online communities offer brands a space to build authentic relationships and gather feedback that is honest, actionable, and impactful. They are based on reciprocal relationships and connection, giving researchers a window into the minds and behaviours of the audience. 

Unlike panels, where customers are passive respondents, online communities encourage two-way interaction. Customers feel valued because their feedback influences real-world decisions, and the brand gains deeper, more authentic insights. These relationships allow businesses to see beyond surface-level opinions and access deeper human truths – the kind of truths you need to create the products and services that genuinely resonate with your audience​.

C Space communities are designed to navigate the complexities of modern research. By creating immersive online environments, we empower businesses to gain a deep and comprehensive understanding of their customers through connection. 

Are you ready to unlock the full potential of your research?

Contact us today to learn how C Space communities can transform your business.

Whether you’re an experienced user or a newcomer, this buyer’s guide to online insight communities and how to make the most of them is a must.