Thinking

When considering how to engage customers to better understand your target segments, deciding between a research community or panel is critical. But what are the differences between a panel and a community, and what should you expect with each?

Panels. Boards. Communities. Regardless of their origin and make-up, organizations strive to learn from their customers in an effort to drive customer-centric growth. But how do you know how much is too little or not enough when it comes to size, sample, engagement, technology, and of course, cost?

On the surface, developing segments can seem straight forward. But, depending on the planning strategy, organizations can be left scratching their heads when it’s time to implement. Consider our four planning points before you start your next segmentation project.

If you’re considering a research community or seeking to optimize or evolve an existing one, selecting a partner with the right research skills for your organization’s needs is fundamental. But where do you begin?

While there is no “one-size-fits-all” guide to determining the budget for your research community, understanding the components that contribute to the overall investment can enable you to make the most informed decision and fulfill on your business needs.

Finding the right insights partner is fundamental to building a mutually beneficial relationship with your customers. But, with so many platform choices, how do you determine the right research community partner for you?

As such a vital asset in your customer-centric strategy, research communities deserve continual attention and care. And if you're experiencing a slump in your community, it might be time for a “freshen up.”

People are wired to form emotional connections. But in lieu of face-to-face connections, many brands in the entertainment industry are left questioning how to create emotional resonance in our new reality.

As the methods of conducting market research become more and more virtual, our consumers—more than ever—are voicing a desire to be valued as more than a source of revenue; but as stakeholders.

We know by now that having a customer-centric corporate purpose is integral to business success. But in today’s everchanging climate, establishing such purpose is not enough.

While traditional ask-answer approaches for qualitative research moderators will still exist, the time is now to look at opportunities for more meaningful connections.

When a customer feels valued, they will in turn provide higher value and deeper insights to an organization; it's that simple.

Insights professionals have long been adept at measuring traditional drivers of loyalty and experience. But how many understand the organizational influences on those very drivers?

Shifting from physical to virtual ethnography is imperative in order to connect with and learn from consumers. But pivoting can bring new value, and provide what we have been missing all along.

Mobile ethnography—whether asynchronously uploaded by a subject or synchronously guided by a moderator—are in vogue right now. See consumer behavior through their eyes…and their smartphones.

Now, more than ever, what the “new normal” will look like for all of us—as human beings and as consumers—is largely unknown.

With stay-at-home orders, people are looking for ways to connect to others—and brands have a unique opportunity to be that connector. Those that invest in deeply understanding the changes in consumer behavior as well as their mindsets and needs will be able to differentiate and create lasting lifetime value.

Humanistic design is about creating for all people. Whether you're creating a product, a public space, a survey or a website or working in client services, you have the opportunity to ask, “How can what I’m creating be accessible to more people and cast a wider net that embraces all humans?”