The latest data from the Greenbook GRIT Report suggests that 60% of research teams are using online insight communities — also known as research communities or MROCs. A further 22% are considering the popular method. Why? Well, in the age of competitive customer-closeness, they offer some distinct benefits.

Communities act as an agile interface between a brand and their customers. Advanced communities may even segment members into different categories — including ordinary customers, loyalists, specific target audiences and more. These groups can usually be accessed quickly and easily. In fact, the hallmark of a successful insight community is the degree…

How far does the influence of insights stretch within your brand? If the answer is not far, then you might need to consider recruiting Insight Advocates into teams within your organisation.

Scaling the influence and reach of insights is a key challenge that insight professionals have been struggling with since the dawn of market research. While we have innovated a myriad of aspects of the research process to do with insight generation, the activation stages leave a lot to be desired.

We still refer to ideas like data warehouses/insight inventories, and complete stakeholder engagement in insights as the ‘holy grail’…

Reporting is one of the most important stages of market research, and isn’t really given the attention it deserves in favour of the arguably more exciting data collection and analysis stages. However, in the past few years, the evolution of research in the aim to become more engaging for stakeholders has meant that curating methods have had a few injections of innovation to make sure our efforts in insight generation aren’t in vain.

1. Regular Insight Newsletters

Curating insights isn’t just about the big report at the end of a project, if the research strategy is a longer-term or continuous research experience then one…

As researchers, it’s our job to explore a range of different approaches and methodology for any given project. We do this to choose an approach that will get us the best, most relevant data available. Experimenting with different techniques is essential to determine which approach best suits a brief.

I’ll be honest, human experience research is something I’ve only recently been introduced to. After looking into this emerging field of research I hope I can provide you with a brief introduction to what it is and how it differs from the more widely used approaches.

So, let’s start right at…

Generating data is only half of the research process. The other half is interpreting that data, generating insights, and presented in an impactful way. Creative reporting is a relatively recent innovation in market research, with written reports taking the spotlight for most requested format up until the past few years.

Data visualisation techniques have developed rapidly with the help of technology, and thus more creative data reporting has filtered into the market research sphere, enticing stakeholders and more accurately presenting valuable insights.

But are there more ways of creatively presenting information to better engage stakeholders and clients in market research?

Since the very beginning, market research has been trying to connect brands and customers together for the betterment of both parties. Generating high-quality insights is a key incentive for stakeholders to commission market research, and the actions that come from those insights are incentive for customers and consumers to get involved.

Recently, the insight industry’s efforts to further connect stakeholders and customers have stalled, with stakeholders taking advantage of the research reports rather than the tools to talk to customers directly. …

Qualitative data is by its very nature more difficult to analyse that quantitative data. Quant data usually consists of numbers and stats… lovely, logical numbers and stats; qual however brings in statements, feelings and even the intensely valuable opinion. Any researcher worth their salt though knows that qual data is often the exact gold that you mine every day and is like taping in to a user’s mind to get an insider’s view on their attitude to you as a company. …

Turning insights into action — the end game for both insight professionals and stakeholders. But it’s also one of the trickiest challenges we face.

Most research projects don’t hit their true potential due to an inability to follow through in the activation stage. While we are still searching for impactful ways to guarantee the full use of insights after the handover, there are a few ways that we can implement to give us the best chance of using insights as fully as possible.

1. No More ‘Good Enough’

With the pressure for faster insights, we often fall into the mentality of ‘that’s good enough, we…

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?

A day in the life of a market researcher seemed like quite an easy task to write about — until I sat down to write about it and realised that a researcher’s role can be so varied from one day to the next, as well as from one research company to the next! For us at FlexMR, as we’re quite a small group of researchers, we tend to take on most of the roles involved in a research project ourselves and, depending on who is managing the project and what it is, we’ll take on different tasks within that project.


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