Reducing cost of research
Increase the volume of research whilst reducing the overall cost. Community members will have been through a process of recruitment and onboarding including detailed profiling. This means you can conduct tactile research without the cost/time of setting up a project.
Get more strategic
Over the last decade we have seen big industry disruption come from brands who have put customer needs at the heart of everything they do. Uber for example saw that passengers wanted to track exactly where their taxi is, have more information on who was driving people and be able to rate their service. By truly listening to and understanding the needs of their customers, brands can optimise campaigns, products and services for competitive advantage. Less trial and error means less money wasted on mistakes.