I led market insights and customer experience measurement teams for Fortune 200 companies for 25 years. An insights community was an important part of my toolbox at each of these companies. The insights communities (in the beginning we called them MROCs or Market Research Online Communities) enabled the delivery of fast insights with significant cost …
Read MoreMembers typically join an insights community because of their interest in the brand or the product category (for blind communities). This interest is the hook that drives initial signup. Once recruited, community members are typically treated to a passive, reactive experience. They are asked to participate in research projects without the courtesy of explaining how …
Read MoreIn January 2022, KLC rolled out a program we call KLCares. While I’ve been fortunate to work for some fantastic companies (including three Fortune 200 brands), I have never been prouder of a company sponsored giving program. My former large employers give a lot back. That’s a good thing and I hope they continue to …
Read MoreThe core responsibility of insights providers is to help our clients make better decisions. Decisions based on disparate, objective analysis. On the other hand, autocratic leaders show a predisposition for their own subjective litmus tests. We are seeing this play out in Ukraine. But as is often the case in history, there are striking parallels to …
Read MoreTo read Part 1 of this series click here “Building an Online Community That’s Right For You” To read Part 2 of this series click here “Assembling & Maintaining Your Community” You may be reading this article because you have been running MROCs for years and are interested in someone else’s perspective to learn new ideas or …
Read MoreWe’ve all been there, running from store to store like our lives depend on it. The holidays just around the corner, and nothing stopping us from getting what we need to enjoy the season with friends and family. Except, maybe, those pesky checkout lines. You know the ones I mean. The kinds that wrap around …
Read MoreThe Customer Experience The customer experience is crucial to your business’s success. To make sure you are continuously improving your customer experience, you must listen to your customer voice. Your customers are the ones who purchase and use your product/service, so why not give them what they want? This helps build brand loyalty and repeat …
Read MoreTo read Part 1 of this series click here “Introduction to Market Research Methodologies: Part 1” MROCs (market research online communities) employ both qualitative and quantitative methodologies to gather feedback. Now that you are a bit more familiar with each type from Part 1 of this series, let’s talk about when to use each methodology …
Read MoreIn a recent Insider article, The New York Times shared back some very touching insights from their readers, emphasizing the way they utilize the comments sections on articles to help build community, garner healthy debate and conversation, and influence future journalistic reporting. Sona Patel, Director of Community for The Time’s, stresses a few things that …
Read MoreIn Episode 2 of The Co-Creators Podcast KLC’s CEO and host, Kevin Lonnie, sits down with John Bowen, a brand transformation consultant and Principal of BOWEN® to discuss customer co-creation and the role that KLC played in the development of Hum by Verizon. In case you missed it, check out Episode 1 of The Co-Creators …
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