Delve deeper to truly understand consumers and their relationship to your brand.
To remain relevant, brands need to have a rich understanding of consumers’ lives and the role that they play within them.
Online communities allow you to really get under the skin of your customer base. As a way to engage consumers over a longer time period, they allow you to explore complex issues and uncover deep insights into attitudes and values to inform your decision-making.
In today’s digital age, where conversations and interactions increasingly take place online, it’s crucial for brands to harness the potential of online communities as a touchpoint with their consumers. These communities offer a dynamic space for real-time engagement, and they evolve as consumers’ tastes, needs, and aspirations shift. By maintaining a consistent presence in such spaces, brands have a unique opportunity to become an integral part of the consumer narrative, adapting and innovating with their changing needs.
Moreover, online communities can serve as a hub for brand advocacy. Satisfied customers often become the most vocal proponents of your products or services, and within a community, their endorsement can wield immense influence over peers. Equipped with user-generated content, spontaneous testimonials, and organic feedback, these communities become not just a research tool but a strategic asset in cultivating brand loyalty and trust.
Additionally, the agility of online communities means that brands can quickly pilot new concepts, gather feedback on potential initiatives, or even co-create solutions with their customer base. Such iterative interactions foster a sense of ownership and inclusion among community members, ensuring that your offerings are market-driven and consumer-endorsed, bridging the gap between businesses and their audiences in meaningful and impactful ways.
Through in-built video and photo tasks, you can see how consumers live, allowing you to explore their behaviours and decision-making processes, not just in relation to your brand but competitor products too. This rich insight, brought to life in a way that lands with stakeholders, will help you establish a clear competitive advantage.
The impact online communities can have on your business:
Enhance the customer experience
Through video and photo tasks, we can identify the pain pains you need to address to design a world-class customer experience.
Develop compelling campaigns
The iterative nature of online communities means you can rapidly test, adapt and re-test creative concepts and messages to develop campaigns that hit home.
Launch standout products and optimise your existing service offering
The ability to build broad customer understanding, whilst testing concepts iteratively, makes communities the perfect tool for developing and refining winning products.
Understanding the elements of value driving recommendations for Panasonic
Interviews with consumers have helped Panasonic determine NPS scores and benchmark themselves against the competition.
Establishing a pan-Asian Financial Health Index for GoBear
A collaborative and consultative qualitative & quantitative approach helped GoBear establish a Financial Health Index in key markets, thereby expanding its brand value beyond the current positioning.
Demonstrating the positive impact of CSR programmes on brand perceptions across Asia for Samsung
A comprehensive piece of research to validate Samsung’s CSR efforts in 9 markets, thereby confirming the importance of such initiatives and their positive impact on brand perceptions.
The global boutique for data and insight
Our global footprint makes us the go-to partner for international market research. We offer all qualitative and quantitative methodologies across our office network and beyond.
Kadence UK office
Market research in Europe – our capabilities
Market research in the United Kingdom – our capabilities
Harnessing online research methodologies
What methodologies are available? What are the use cases for each? What are the best ways of using each tool? Our best practice guide is filled with helpful suggestions and pointers from our extensive experience using these tools on a range of client projects, covering online communities, digital depths and digital ethnography.Download the guide now
From the Ethnographer’s Desk: Unprecedented Uncertainty
In this unprecedented time of COVID-19, the world around us is changing daily, hourly, even by the minute, as news is near-instantly disseminated online and circulated via social media. In America, as in many other countries, the coronavirus has upended our economy, healthcare systems, jobs, and our daily lives. Our behaviors, feelings, needs, perceptions, attitudes, […]
Communities deliver on consumer craving for connection
Kadence Boston, in partnership with 2020 Research, has been running an online community to understand the impact COVID-19 is having on US consumers. Before we launched this community one month ago, we thought long and hard about whether this was the right thing to do. We didn’t want this research to be perceived as taking advantage […]
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