Speed vs. Accuracy
When implementing a plan or strategy you need to decide whether it’s speed vs. accuracy and insight communities gives you both. In certain instances, directional or order of magnitude information, provided by informed panelists can be very valuable. Insight communities allow you to get feedback and direction within a day or two. If you want greater reliability you can use a larger number of community members or go to survey format.
A community makes efficient re-use of a sample, which can be more appropriate and cost-efficient.
Value for Money
For a single survey, a survey platform will be the cheapest option. However, for program research with customers, a community will normally deliver more research and more insight for a given amount of money. Most reports indicate that a well-run community will produce at least three times as much research and insight for a specific spend. For some clients this means making their budgets go further, and for some it means reducing the budget and still getting uplift in the amount of research conducted.
Insight communities are best for brands, services, and organizations who want to engage in a two-way discussion with their customers/users/stakeholders – putting customers at the heart of the organization.
- Sometimes a series of ad hoc surveys might be the best solution.
- Key questions for an organization to ask are: When should we pick a community and when should we use the ad hoc survey?
- Who are you looking to research? When it comes to researching customers a community works best.
- In instances when you want to research the whole market, then ad hoc surveys work best.
- Insight communities are intended for ongoing discussions with customers. Companies that use them, don’t want to bother their customers through emails and surveys. They want to create a group that is representative of their customers and build a dialogue with this group.