A Recipe for the Perfect Insights Community
When formed and maintained correctly, insights communities are typically places of vibrant conversation and insight generation. Respondents can complete research tasks, chat amongst themselves in forums, and talk directly to researchers, sometimes even stakeholders themselves. Researchers can watch as respondents work through tasks, reveal unexpected insights as they chat amongst themselves, and see the community make a difference to an organisation through insight production and distribution. During the formation of each insights community there are many decisions made depending on the requirements of each insight team and organisation. So what does it take to create the perfect insights community? Find out more: https://blog.flexmr.net/perfect-insights-community-recipe
A Recipe for the Perfect Insights Community
- 1. A Recipe for the Perfect Insights Community Designed by Sophie Grieve-Williams © FlexMR 2021 Ingredients Prep ration 1. Pre-heat the insights community oven by outlining the business challenges that the community will feed into, preparing an engagement strategy and planning research tasks. 2. Add fully profiled participants, regular activities, space for peer-to-peer conversations, engaging email communications, active moderation and competitive elements to a bowl. 3. Gently whisk and add more of each ingredient as required. Your community may need topping up with extra members, additional activities or more frequent communication. Find the exact recipe that works for you. 4. Bake in the oven to achieve insightful, impactful results. Don’t forget to continue tweaking and improving the recipe as you go. 5. Regularly serve robust, direct community feedback to your stakeholders and decision-makers. One pound Fully profiled and segmented community members Tip: advocates, customers, shoppers, consumers and employees can all be used as the basis for a successful insight community. Four tablespoons Engaging email communications (newsletters, invitations and reminders) Half a tablespoon Frequent, active moderation Tip: moderators should prompt, probe and follow up on relevant conversations. Two pints Regular, structured qual and quant activities Two cups Space for member-led conversations Three teaspoons Competitive leaderboards and incentives for participation One drop Feedback and results shared with community members Optional A thematic content calendar to keep activities fresh To serve An understanding of research objectives and business challenges Garnish Direct stakeholder participation within the community a