What are Insight Communities good for today?
Insight Communities help you to understand your customers, they can be used to fine tune your brand and communications, and they are a source of innovation and creativity.
Insight Communities are good for helping you to understand customers
Today’s customers are more powerful than ever. There is so much information at their fingertips in the form of product reviews and price comparisons. Not only that but they have a global choice of brands to buy from. If you want to win their loyalty, you need to understand and pivot to their changing needs.
Insight Communities are good for fine-tuning your brand and communications
Your brand lives in the hearts and minds of your customers. Brand consistency is difficult in a world where technology and trends change rapidly. Dig deeper into how customers truly see you and what they really want and adapt your brand without losing core values. Dig deeper into your brand elements using image association and metaphor tasks.
Insight Communities are good for sourcing innovation and creativity
It’s a jungle out there. With new competition and new products popping up, it’s never been harder to get in front of customers. Anything new is always risky. Quickly learn what works and what doesn’t by using continual feedback loops to ensure insight is embedded at every step of the innovation process.
Why are Insight Communities more important than ever?
Amidst shrinking budgets, heightened pressure on Insight teams, and ever-increasing expectations for agile delivery, Insight Communities feel more important than ever.
They promise predictable costs, fast results and unparalleled access to customers. At their core, Communities offer an instant window into everyday customer conversations and interactions, and a chance to speak with them directly.
Data – and the insight generated from it – has far greater impact in driving action and empathy when we get closer to customers.
What we see today are businesses using Insight Communities that are massively more technically advanced than their equivalents of 10 or 15 years ago. But too often the way in which they are being used is still the same – the communities are siloed within a research or insight function, producing reports which are fascinating and detail rich but which go unused because they aren’t integrated with the actual needs of the business.
To solve this, Insight Communities must become strategic assets within an organisation. This is what Insight Communities are good for (and designed for) today.
About the author
Charlotte Moody is Managing Director at STRAT7 Researchbods, where she leads tech-enabled customer research and AI-driven insight strategy for global consumer brands, across the Insight Community and Custom Insight Divisions.
