PROS: long-term Insight Community
When we say long-term we mean anything from a few months to ongoing. Long-term Insight Communities allow you to explore topics in more depth, get to know your members better and can be used for both tactical and strategic decisions.
Long-term or ongoing communities are perfect for exploring a wide range of objectives within one environment and can house several segments for more detailed discovery. Generally speaking you save money vs traditional research methods when using a community platform over a longer period of time.
CONS: long-term Insight Community
If you’re running a community for a longer period of time that does mean a bigger investment in terms of recruitment, moderation, running and handling churn. Incentive structures may well be different for longer-term communities and often have their own redeemable currencies based on participation.
It’s not uncommon for the purpose of communities to become muddled over time. Long-term communities require ongoing commitment from senior stakeholders and there should be a clear plan as to how it will be utilised and how best to keep engagement high. All too often, they can fall into the trap where they are only used for agile research and not tied back to those more strategic goals.