Online communities have become a popular choice for data collection among market researchers, as they allow the collection of larger volumes of data in a relatively short period of time. These communities also enable a large number of participants to interact spontaneously, producing further insights into their thoughts and opinions. In order to maximize these insights, it is necessary to show participants that their input is valuable.

Sometimes participants may be encouraged to return to the community or; questioned to ensure they are focused on the topics most relevant to the market research product. This requires an experienced online community moderator, who will keep the community engaged and the relevant insights flowing.