Psychologist

Communauta footprint

Experimenting with new things

I’ve always liked to try new things, I had never participated in such a constant social experiment.

Hombre, 18 a 21 años

To meet people from other places

What motivated me the most was the idea of being in a group with people from all over Spain and being able to share with them and meet young people from other places.

Hombre, 18 a 21 años

Part of my daily life

You go about your day and your life, and when you have a moment, you think, now I can log in to collaborate and chat with my peers.

Hombre, 16 a 19 años

That space to unwind

An intimacy for the group, because in the end, after being in the community for so many months, you need to disconnect from time to time, talk to people about other things to clear your mind, and say, well, I’ve finished this for today, I’m going to take a break and talk about things that happened today or things I like, or a concert… and that helps a lot to get to know your peers, to hear their experiences, and to share your own experiences and things with people. It’s that space to relax, that space to unwind, to have some free time, that break.

Hombre, 20 a 24 años

Contributing to a brand's project

I mainly associate the community with contributing to a brand’s project, and that’s really what motivates me, what encourages me to post and comment.

Hombre, 20 a 24 años

Participate as and when I want

Having the freedom to do it one way or another while being in one place or another, and not having to be here at a specific time. For me, it’s like you’re writing a comment while listening to music.

Mujer, 22 a 25 años

There's always something to comment on

In an Online Community, you’re constantly thinking of new things, always brainstorming, not just to write about a specific topic(…). Sometimes I dive into the Community to see if a new topic has come up, something interesting, or if I can talk about something; there’s always something to comment on, especially in the chronicles. Here, it’s a constant process of growth, continuous thinking, constantly pondering what’s to come. You enter the chronicles to see what’s cooking.

Hombre, 16 a 19 años

The camaraderie that permeates

You start to get to know people, they’re your age, they probably like the same things as you, the camaraderie that permeates is what I liked the most from the beginning.

Mujer, 22 a 25 años

Expressing without shame

Online participation has many advantages; you feel freer to express your opinions without any shame.

Mujer, 16 a 19 años

Here I can give my opinion, which I can't do in other places

I’m not going to give my opinion because I don’t want to create conflict among friends, because that makes you lose them, opinions can really harm relationships… here I can give my opinion, which I can’t do in other places.

Mujer, 16 a 19 años

Cases

¿What are the vital interests of young people and how to connect them with a telecommunications brand?

Commun Methodology:

Digital community with Análisis e Investigación S.L (Research Institute).

  • Comunautas Sample: 25 young people aged 16 to 29, distributed throughout Spain.
  • Duration: 11 years, from April 2012 to June 2023.
  • Project leader: Myriam Durán at Análisis e Investigación S.L. 

Business Impact:

The Digital Community has achieved a brand that connects with the values and aspirations of the youth, making it relevant for this segment in terms of brand awareness and market penetration.

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