Insight Communities run on curiosity and trust. When people join a brand’s research space, they’re not just clicking through surveys for fun. They’re giving you their time and their thoughts. And when that flow of information only runs one way, even the most loyal fan of your brand can drift.
Which brings us to this story.
Scenario: The Disconnected Enthusiast
Meet Evie. She’s been a loyal customer of a high street clothing store for over a decade and feels a personal connection to their brand. When offered the chance to join their online Insight Community, she is thrilled. What better way to share her love for the brand and contribute to shaping its future, while earning entries into monthly prizes for her contribution. Win, win!
Initial excitement
After joining, Evie is fully engaged and eager to take part in research. She feels proud to be part of an exclusive group with the power to influence the brand she’s loved for so long, and each contribution feels like a small but meaningful way to give back.
Silence sets in
But as the months pass, Evie notices something missing. Despite her enthusiasm and consistent participation, she never hears anything about how her feedback is being used. No updates, no thanks and no visible signs of change that reflect her input has made a difference. While the monthly giveaways are an appreciated benefit, they aren’t enough to bridge the growing gap.
The disconnection
Evie still loves the idea of being a part of a community of like-minded people. But without clear communication, she’s less motivated to take part in activities and what once felt like a personal bond with the brand now feels one-sided.
Frustration to fulfilment
Evie’s experience was not an isolated one. Over time, this brand saw a drop in response rates and fewer members taking part with the same enthusiasm. It became clear that something about the experience wasn’t landing. Acknowledging the disconnect, the team took steps to rebuild trust and re-engage their Community. They introduced a ‘Your impact’ hub with short updates on how research was shaping decisions, as well as monthly newsletters and personalised ‘thank you’ messages at the end of activities. Video ‘thank yous’ from the brand’s insight team to members, and sneaky peeks of what was going on behind the scenes, meant members started to feel like they were part of something special.
It didn’t transform engagement overnight, but these small, but meaningful changes helped reignite enthusiasm among members. Engagement began to improve and the Community gradually became a more reliable feedback channel that informed future planning.
For members like Evie, the experience shifted from feeling like a one-sided effort to a rewarding partnership.
The bottom line
When Insight Community members feel heard and valued, they’re more than participants. They become brand advocates and collaborators. Closing the feedback loop isn’t simply just sharing research results. It’s about building trust, a deeper connection and showing that every voice matters. By establishing this two-way communication, brands can build lasting relationships and loyalty, that manifest into a successful Community.
What does this mean for your brand?
Here are our top 10 tips for maintaining a healthy and engaging Community feedback loop:
1. Make it personal.
Reference specific teams, titles or projects in feedback to show it’s not a generic message and to build credibility. Don’t forget to address members by name, too!
2. Put faces to names.
Humanise your feedback with team photos – or even better, a short video from the people behind the research.
3. Move quickly.
Speed matters. Try to thank members at the earliest opportunity after participation to make members feel instantly valued.
4. A simple “thank you” beats silence.
Don’t wait until there’s a big story to tell. Gratitude alone builds goodwill.
5. Little and often.
Don’t wait for a polished report. Quick, personal updates – even just a few sentences – keep momentum and connection alive.
6. Make it feel exclusive.
Share early insights, behind-the-scenes updates or sneak peeks before the wider world sees anything.
7. Honesty is always the best policy.
Sharing when something didn’t go ahead, and why, builds trust.
8. Start with the ‘why’.
When inviting members to research, explain the goal and who’s listening right from the start to manage expectations early on.
9. Celebrate the small wins.
Milestones like the number of projects, anniversaries or hitting engagement goals all deserve recognition and help to build a sense of something bigger.
10. Shout about the big wins.
Major business decision influenced by community input? Spotlight it boldly and proudly!
Bringing it all together
An Insight Community thrives when people can see the thread between their input and your decisions. Keep the loop open, keep it honest and keep it human. When you do, feedback becomes more than data. It becomes connection. And it has benefits for everyone involved.
About the author
Lucy blends her marketing and PR background with over eight years’ experience in the market research industry, specialising in Community Management. She’s managed successful communities across retail, finance, the third sector and media, engaging more than 150,000 members. Passionate about bringing the member voice centre stage, Lucy now shares her expertise in community strategy with clients and helps elevate the work of our Community Management team.
