Innovation Research Communities are an instrument to combine the approaches of user co-creation with marketing research in an online environment.

The power of Web 2.0 applications is utilized for market research and new product development in a unique way. Users are not only asked about their opinions, wishes and needs but are also invited to contribute their creativity and problem solving skills by generating new product ideas and concepts. Quantitative research data is gathered by tracking the product configuration of users and by having the user designs evaluated and rated by other users. In addition, qualitative consumer insights can be explored in the free-flowing conversation and social interaction between users in the community enabled by social networking features.

The Innovation Research Community as an instrument for research 2.0 will be introduced in a case study of the Swarovski Enlightened Watch Design Contest.