Brands need to stay close to their consumers and collaborate with them to stay relevant. Only by truly understanding consumers’ needs, frictions and aspirations, brands will be able to develop impactful solutions. This is where online insight communities come in.
An insight community is a strategic capability for a 360° collaboration with consumers, enabling flexible decision making. Our proprietary Square platform is the ultimate gateway to connect with and learn from consumers.
What insight communities can do for your brand
Based on our expertise in consumer-brand collaborations, we have identified four prevalent business needs, that drive four different community types:
What we do
Via agile, exploratory techniques, we test your brand proposition(s) on the Square, our insight community platform. Think for example about pack testing, gathering feedback on TV commercials or testing new ideas for potential innovations.
What we deliver
Concrete recommendations to fine-tune and further optimize your original propositions, thereby fueling fast decision making.
Through a combination of research activities, we immerse in consumers’ daily lives via the Square, our insight community platform. Our mobile-first approach allows to uncover their thoughts and experiences at key interaction moments for your brand.
What we deliver
A deep understanding of your category, market or target group through a fresh set of relevant insights.
A capability that allows to launch any research question at any time within a dedicated group of consumers, supporting consumer-centric thinking throughout the entire organization. As such, we democratize research across the business, and this in full-service, Do-It-Together (DIT), or Do-It-Yourself (DIY) mode, depending on your business’ needs.
“Our ‘World of Yoghurt’ community allows us to connect with consumers on a continuous basis for tactical as well as strategic matters. Compared to the past, we do more impactful research at a faster pace with a lower overall investment. It is a great tool which supports Danone’s consumer-centricity approach.”
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.