PROS: unbranded community
You might choose an unbranded Insight Community where you’re looking to obtain feedback from the overall market, or perhaps have a group of companies that many not be linked in the public’s eye. Also useful where you are seeking an impartial viewpoint, or where you are particularly interested in gathering information from prospective or lapsed customers. As we said earlier a branded community may bias participants and skew data.
CONS: unbranded community
People will be more sceptical of how their personal data will be used where there isn’t a brand associated. This may make it more difficult to find appropriate respondents, and you may need a larger incentive in order to attract people.
Whilst having an unbranded Insight Community may make it easier to attract prospective and lapsed customers in many cases this may mean you have to change/hide who the end client is (if for example you were showing a new product design) which can add additional cost.
Long term engagement can be more difficult where participants don’t feel as though they are affecting change, and this is certainly more difficult with an unbranded community.
Best of both worlds
Some companies aim to ‘hedge their bets’ by having both branded and unbranded communities where the unbranded community is used to explore opinion in the broader market and branded is used to test new products and marketing. Regardless of whether your Insight Community is branded or not, it is critical that it is easy to use, works on every device, every browser and can be easily navigated.