Participatory Research

In her presentation, "Empowering Stakeholders using Online
Communities to Co-create Successful Product Concepts," UX Researcher Isabel Aneyba will discuss Online Communities, a popular qualitative tool in Consumer Research due to its flexibility to explore needs and behaviors and generate and evaluate new product concepts all in one study. In addition, this tool is convenient for users, researchers and stakeholders and allows researchers to deeply understand several segments in one study.

Every day, the researcher posts activities and storytelling questions in an online platform and probes each respondent. Stakeholders “listen” to key participants and co-create successful product concepts.

In this presentation, you will learn best practices for creating a successful project design, moderating an online community and finding key insights for persona and product creation.

Isabel Aneyba is a Mexican-American UX Researcher. Her 15 years of pioneering research work have guided successful product, service and marketing launches for the most innovative companies, including General Mills, P&G, JM. Smucker Co, Tyson, HEB, Kroger, Walmart, Christus Health, Verizon, Nielsen, IEEE, AMICA, Samsung and Realtor.com, among others.

Isabel uses the full suite of qualitative research tools, including in-depth interviews, user interviews, online communities and creative focus groups. She has published several articles in Quirks, QRCA Views and Green book. In 2020, she received the REEL award, recognizing her as one of the top 50 researchers in the US for her presentation “Inclusive Research."