Market Research Online Communities (MROCs) as they were typically called at the time were a yearly feature in GRIT’s new technology section for over a decade, until they became nearly ubiquitous due to their cost/time efficiencies over ad hoc research. But do those advantages still hold when compared to the potential of AI synthetic data/respondents? …
Read MoreI love that lead-in quote and not simply because I’ve been a vinyl record enthusiast and collector since a guy named Reagan lived in the White House. I also love it because I’m a HI (Human Insight) enthusiast and embracing life’s surface noise is critical in the pursuit of human insight. Given the current state …
Read MoreAn insight community is a valuable research tool that virtually brings together a select group of your customers, prospects, or key stakeholders, allowing you to regularly engage with them and gather valuable feedback and deep insights. With an insight community you can better understand your audience, identify their needs and preferences, and ultimately make more informed decisions to help drive your business forward.
Read MoreThe overarching theme of IiEX NA 2023 was the rapid rise of AI and its potential to disrupt the MR Industry. Quickly, the narrative for AI has changed from, “Will it disrupt?” to “To what extent will AI disrupt MR and how quickly?”. Most folks are betting on “extensive” and “this year”. The impact of …
Read MoreAI (ChatGPT, et al) is set to disrupt the Market Research Industry. A recent joint academic study (Princeton, Penn & NYU) with the sexy title “Occupational Heterogeneity in Exposure to Generative AI” listed MR in the top 10% of industries threatened by AI (75th out of 750). Looking for more causes for concern, On Monday …
Read MoreInsights Communities are an effective and affordable way for utility providers to track key performance indicators. Do you need to regularly answer questions like these: Questions like these or closely related ones are often critical for utility companies to answer. Regularly tracking the metrics that result from these types of questions is the key to …
Read MoreIf you want to achieve maximum efficiency, every member of your research team needs to stay in their lane. At KLC, we’ve always felt that means allowing our clients do what they do best, which is provide great research. Today, most community providers are tech oriented (i.e., DIY, SaaS). With an emphasis on scalability, their …
Read MoreIf you aren’t already using an insight community as part of your customer experience strategy, you are missing out on one of the most important tools available to make a difficult job a little easier. If you are part of measuring and/or improving customer experience for your organization you will probably agree that we humans …
Read MoreI 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 …
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