Capturing implicit Insights from User Community

Video gamer

Online consumer community is an efficient way to have consumers discuss relevant topics beyond the structured interviews. Most online community platforms have machine translation functions, making running consumer studies in multiple countries easy. However, consumers sometimes infer something, which mechanical translations cannot capture. Therefore, we interpret what consumers imply beyond the translations to deep dive into their insights. The Context A global research agency wanted to conduct an online user community ( we also call it Online Bulletin Boards) research among gamers to explore the potentials of new games in Japan. They want to know what games they currently play and what they think of concepts of new game prototypes. […]