Insight Communities are a tool where a group of people with specific characteristics is gathered for research purposes. This research can involve various activities such as surveys, polls, forums, debates…
Therefore, it is a powerful tool for both qualitative and quantitative research because it is flexible in terms of the number of participants.
For brands, they have become an excellent tool for gathering insights and quickly obtaining feedback and opinions from their audience. The goal is to establish a closer relationship with them to better understand their needs.
The process is carried out under the Market Research Online Communities (MROC) methodology, a relatively new market research approach that collects online data about groups of people interacting in digital environments, called communities. In these communities, users group together based on common interests to discuss various topics.
The first definition of MROC was conceived in 2008 by a report from Forrester Research, where they already stated that this methodology would transform the way market research is conducted. And indeed, it is already doing so. One of its key features is that research participants must become community members to obtain real-time data.
Therefore, these are the benefits of conducting research with an online community:
An insight community provides the necessary resources to collect data and knowledge at both quantitative and qualitative levels.
Community administrators have access to participant data. Moreover, it is within a brand-controlled environment with limited access only to participants.
Online communities create a sense of belonging. Bringing together like-minded individuals who feel they can voice their opinions and be heard results in a better attitude toward participation.
Insight communities build trust-based relationships, and information feedback is continuous. The created community is a loyal audience that responds promptly to the questions posed.
In an insight community, participants are available whenever you need to conduct research, ensuring the process is always up-to-date.
The We are testers’ insight community platform, WATLab, is equipped with numerous tools that facilitate both quantitative and qualitative research.
It offers numerous resources that provide great added value to our clients. Here are some of them:
Would you like to start using insight communities? Just get in touch with us. We’ll provide a demonstration and discuss how we can assist with your specific needs.
