The Insight Community Playbook

This bookzine summarizes the content of three pieces that deepdive into specific aspects of online insight communities:

  • Unlocking the power of consumers
  • The power is in the mix
  • 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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