Private Online Insight Communities
The smarter way to integrate consumer feedback into daily decision making.
Now, more than ever, marketers are faced with the need to deliver results faster. Customer insight can be a powerful stimulant for growth, but traditional methods to obtain customer ideas tend to be slow, expensive, and not integrated into daily decision making.
Insight Communities are a targeted group of stakeholders who are recruited into a private online environment to interact with a brand and provide feedback on an ongoing basis.
Benefits of an Insight Community
Immediacy
Allows for instant customer feedback.
Depth
An exceptional qualitative tool to understand the ‘how’ and ‘why’.
Integration
Because of immediacy and toolset, communities feed daily decision making.
Versatility
Communities offer a wide variety of tools such as: surveys, discussions, HUTs, journals, and mobile missions.
Ideation
Community co-creation with customers can yield great business driving ideas.
Cost effective
Communities offer a big advantage in average cost per study over traditional methods.
Insight Community Uses & Tools
- General perceptions of the product or service category
- Product or service usage and rituals
- Non-directive discussion board questions
- User experience through journaling/diaries
- Visual documentation through photo and video upload
- Ideas – co-creation
- Concept exploration
- Concept testing
- Pricing evaluation
- Product/service preference – MaxDiff option
- Home use testing
- Key influences
- Social media habits
- Competitor assessment
- Purchase process deep dive
- In-store evaluation
- Positioning – includes hot spot, heatmap and highlighting tools
- Messaging evaluation – includes hot spot, heatmap and highlighting tools
- Messaging refinement – online chat
- Advertising evaluation – including dial testing
- Website evaluation
- App evaluation
- Promotion evalaution
Frequently Asked Questions
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An insight community is generally made up of a targeted group of stakeholders, usually customers, who are recruited into a private online environment to participate in a company’s or brand’s research-related activities on an ongoing basis. The purpose of the insight community is to secure actionable insights from customer feedback in order to drive business decisions.
Assuming you’re looking for a full-service provider and your goal for the community is to secure actionable insights for better and faster decision making within the organization, there are four main criteria that we recommend assessing: platform capability, research team capability, service approach, and overall value.
Learn MoreThe total number of members needed in an insight community depends on your business goals, who your target customer is, and your overall budget. Generally, My-Take suggests that you aim for between 500-600 members in your insight community. Response rates and engagement will also play a part in this determination.
Learn MoreAn insight community will be valuable whether it’s branded or unbranded, and the choice you make is dependent on your needs and objectives. A branded insight community offers a transparency that can be useful for testing real campaign ideas and concepts. Unbranded insight communities are an opportunity to get feedback from consumers who aren’t familiar with your products and solutions. To decide what’s right for you, you need to first establish your goals and objectives for the community.
Learn MoreMaintaining engagement in an insight community requires that you first start by screening in the right members, clearly communicating the objectives of the community, and providing regular and meaningful content. Other considerations are how you approach and recognize your members.
Learn MoreMost companies use insight communities because they are cost-effective, efficient, accessible, and they represent the way that customers often want to interact with companies. However, there are certain types of research projects that do require specialty research tools. An insight community can be a primary market research tool, while other tools could be used for some projects. Your community is a cost-effective, versatile, and flexible tool that can handle the majority of your research needs, as well as complement other efforts.
Learn MoreThere are many different skills and traits that make up a great community insights manager, from passion, responsiveness, training, and communication skills. My-Take believes there are ten elements that make up a great community insights manager.
Learn MoreThe My-Take platform supports multiple languages. Please contact us to find out more details.