The power of hybrid communities

Online and offline experiences are increasingly thought of as continuous parts of the same world – the boundary between them is becoming increasingly blurred. Market research should capture this new reality. By blending online communities with additional offline interactions, we can add an extra dimension to our understanding of the human experience. These hybrid communities provide unique opportunities for collecting valuable insight, with a special impact on member and client engagement.

Introducing Ipsos’ hybrid communities

Maya Ilic introduces hybrid communities and explains how smoothly blending the online and the offline helps maximise the value of insights.

Understanding women’s health

Solenn Briodin explains how we used hybrid communities to reveal a market gap when it comes to women’s health needs.

Connecting with passengers

Sonja and Anna share how hybrid communities allowed us to form long-term, meaningful connections with passengers in one of Germany’s biggest cities and how these communities have enabled us to meet the specific research needs of the city’s public transport provider.

Gaining a fresh perspective

Karla reveals how we leveraged hybrid communities to decode shopper behaviour in the toothpaste category and overcome limitations in reaching a wider audience. 

To find out more about the market research benefits of integrating online and offline interactions, read our POV Beyond the Screen: Driving authentic engagement through hybrid online-offline communities