The contract was awarded after Virtual Surveys managed some similar short-term communities for the client, each lasting between two and three weeks, during the spring and summer.

Andy Buckley (pictured), head of online communities at Virtual Surveys, said: “We are delighted to be working with Kellogg’s, especially as the project marks our third anniversary of running online research communities.

“Interestingly, back in 2006, the key benefits we focused on were about making research fun, engaging and sustainable. Those benefits still hold true, but we now also know that communities offer significant cost savings over other forms of research. This is a benefit at any time, but particularly when budgets are being squeezed.”

At the request of Kellogg’s, Virtual Surveys declined to reveal any further details about the community.