Bad decisions happen, yes, even after research is done. Truthfully, they can result from any methodology, but one way to prevent this in research communities is to really recognize the value and limitations of your community.

The Value

Since communities are great qualitative tools, they allow you to better understand why people behave, decide and act the way they do. Communities are great for exploring pros/cons, barriers/opportunities, so keep it all in perspective and don't ask your community to do something it can't.  Instead of asking your community, "how much do you like this concept?" or "would you buy this?", instead ask your community "what exactly does this concept do for you?"  or "how could we make it more relevant for you?" These are questions a community can more realistically answer.

The Limitations

Also, you need to be transparent about who is in your community. Results are not necessarily projectable to a larger audience, and they may even represent a somewhat biased or involved consumer. However, these very consumers may have a better sense of who you really are, so they also may have the most insightful suggestions for your brand moving forward.

After all, research is supposed to inform decisions, not make  decisions for you. So, ask yourself what information can your community offer that helps you make a better decision?

- Ben