This bookzine summarizes the content of three pieces that deepdive into specific aspects of online insight communities:
First, we zoom in on engaging the right people for the right task. People come with unique sets of unique skills and competences, so it’s key to leverage this in consumer collaboration. Second, understanding human behavior is complex and requires mixing approaches to get a 360° picture. We show how to choose the right blend of research activities for the right business challenge. Finally, we illustrate how different business challenges require different types of online insight community. The key to embracing consumer-centricity lies in mixing human and technology; the right people with the right activities on the right type of insight community.
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Sustainability is a key concern amongst consumers, and this has only increased with the COVID-19 pandemic. This bookzine highlights some of the key barriers amongst consumers as well as their expectations towards brands, through proprietary research, expert interviews with sustainability executives from several industries, and brand illustrations.
Research communities, online discussions boards, bulletin boards, insight ecosystems… what’s in a name. In this bookzine, we bring clarity by defining four different community types, each linked to a concrete research need, illustrated with best practices.
Human behavior is a complex interplay between actions, cognition and emotions. In this bookzine, we showcase how to choose the right blend of ‘think’, ‘feel’, ‘do’ and ‘make’ research activities for the right business challenge.
