An insight community is a customer engagement platform companies use to uncover agile, actionable, first-party data from the right people at the right time—at scale. Deeply profiled customers are highly engaged in both the activities and the outcome of their feedback.
Ongoing, real-time customer feedback informs strategic decision making, validates brand and marketing plans, and accelerates the development of new services and products your customers want.
Customers engage with your brand because they want to have a positive impact on the products and services that matter to them. And, because customers engage repeatedly over time, you can build rich, relevant customer profiles that complement and enhance the data stored in your CRM or system of record. These profiles align stakeholders across the business around a unified understanding of the customer.
What Exactly Can You Do with an Insight Community?
At the most basic level, an insight community can be used to explore, develop, test, and validate aspects of the marketing mix. But our clients span every industry vertical and are all over the world, and they do a wide variety of projects that answer many different business questions—including those outside of marketing.
An insight community lets you do more than you've done before, in less time and for less money. So typically our clients end up asking a lot of questions they wouldn't have had the time or budget to do before. In addition, they learn more about the life context of the consumer beyond the relationship they have with the brand or category.
Here's a list of projects that are well suited for an insight community:
- Ideation and co-creation (the process of generating and developing ideas with your customers)
- Concept, communication, and promotion development and testing
- Customer experience evaluation
- Website design and usability
- Policy assessment
- Issues management
- Customer satisfaction and loyalty
- Consumer context and understanding
- Path to purchase
- Brand extension
- Whitespace identification
- Sponsorship evaluation
- Big data context
- Category management
- Brand perceptions (when done with care)
The list above is not comprehensive, but it's also important to remember that not all projects are appropriate to run on a branded insight community. Some projects require random samples of new respondents for each evaluation and usually the community composition in an insight community is not representative of the general population.
For projects, such as the three below, listening to the voice of the market and accessing random sample from Alida's Springboard Network is usually appropriate:
- Brand awareness
- Traditional tracking studies
- Market projections/sizing studies
From municipal governments to well-established global brands, more organizations are using insight communities to improve how they do business and engage with their audiences.
The key question you need to ask is the following:
Can my brand benefit from an online community of thousands who will be willing to participate in long-term quantitative and qualitative research?
If the answer is yes, then there's a good chance that you, too, can benefit from an insight community.