Building an Insights Community is a lot like throwing a party. Who will you invite? What’s the theme? Formal? Casual? What will you offer your guests? How will you make sure everyone mingles?

Anyone who has hosted a party knows that it takes A LOT of organisation, and even then there will be things out of your control. Insights Communities are just the same.

At this year’s AMSRS national conference, I’ll take a look at how we can throw a rocking Insights Community!

Hope to see you there!

“I think that you and I should get closer. I’d like to find out more about you – your thoughts, values, dreams and aspirations… I’ve designed this survey, could you please fill it out?”

This analogy illustrates the discrepancy between research objectives, and the methods used to reach those aims. The disconnect between purpose and process leaves some gaps to fill when it comes to talking to participants.

Insights Communities are astonishingly adept at bridging these gaps, with members frequently willing to share the most personal details about their lives. The online platform, has permitted such intimacy between researcher and community member…

Speaking to members in ‘natural environments’

Today conversing online is an ordinary form of communication, which participants are comfortable with. Familiar environments, equal more open disclosures

Spending A LOT of time with members

Moderators spend months or even years with the same participants, building a rapport that is unparalleled to more traditional research methods

Sharing a mutual understanding

The ‘kinship’ between moderator and member is reflected in participants’ readiness to genuinely ‘help you out’. For little, to no monetary reward, most members are often eager to go above and beyond what was initially asked of them at recruitment

Why?

Members invest in their relationship with the brand. They appreciate the sense of being heard, and contributing to decisions the brand makes. By the end of the community it is often the members who don’t want it to stop.

The marriage of purpose and process

Through the developed relationship between moderator and member, researchers gain a broader understanding into the lives of participants,  leading to richer insight. Insights Communities marry the research purpose and process – now that’s a relationship!

Latitude prides itself on delivering insights not information but more recently we have been focussed on driving insights more than ever (pardon the pun!).  Last week, Latitude Insights took to the motor show to check out the latest in motoring.

Our first stop … the soon to be released Nissan LEAF – the first mass produced, purpose built electric vehicle to enter the Australian market.   Kerralie took to the stage to test drive a Nissan LEAF almost breaking the speedometer at 139km/hr.  This is the first time a car has been allowed to be driven inside the motor show – because the LEAF has no tail pipe emissions, it’s safe to drive inside or out.  Although with Kerralie at the wheel, I’m not sure how safe we really were ;-)

Latitude is proud to be working with Nissan in the lead up to the launch of the LEAF.

Researching the LEAF is a fascinating experience for us and we are excited to be part of the changing motoring landscape.

Look out for more driving insights in the future…

When I first started working with online communities I used to agonise over what I was going to talk to my members about to keep them engaged and interested. Trying to keep abreast of current events, latching on to anything interesting that might have happened out in the ‘big wide world’ to chat about.

But what I soon discovered (quite quickly, thankfully!) was that it was the more everyday musings and mundane snippets of my life that elicited the most response. The more I was just ‘me’ and shared my (sometimes very random) streams of consciousness the more community members responded. Blogs about peanut butter toast, accidentally coming to work with a stain on my shirt, feeling overwhelmed by laundry and the like had members laughing, commiserating and sharing similar stories both with me and each other. It’s the little things we all have in common that connect us more than we realise.

Not only has this made my job far easier, but highlights one of the main motivations for members participating in communities. And why we call them communities in the first place. We are social creatures, naturally interested in other people’s lives. Being a real person made me as much a member of the community as the ‘respondents’ I was ‘moderating’.

I let them into my life and get to see into their lives in return.

This is one of the key strengths of online communities in research. Members get comfortable, get real, and reveal truths about themselves. A genuine bond and sense of belonging develops. Something that I have never achieved in years of moderating focus groups.

As we are seeking to reveal deep consumer insights, that has to be a good thing!

It’s incredible to think so much has changed over the past three years. As Charleni Li points out in her recent blog Groundswell Paperback: A Look Back Three Years Later, it was only back in May 2008 that Facebook and Twitter were still emerging trends. Even more incredible, the iPhone had no apps! Can any of us now imagine a world without our iPhone, without Facebook or without Twitter? I know I can’t!

And marketers and researchers alike are embracing these technologies to reach their different audiences.

This then led to me on to a bit of a tangent, wondering whether MROCs (market research online communities) or insight communities have yet fully ‘emerged’. It seems the world of marketing research may be lagging a little?  There are still many who are wedded to the idea of focus groups sufficing for all qualitative research.  Which continues to amaze me, because once the richness, depth of information and honesty online research community members reveal, there’s really no going back.

News.com.au has launched a visual map, Cabinet Confidential, which charts the political relationships within the Labor government. Interactive journalism at its best, this venture captures a wider audience – one that may not be partial to reading long political articles. Essentially, it’s a snapshot of major players, positions held, and powers of “Labor’s top ranks”.

Digital has made data visualisation progressively more interactive. In the NewMR’s ‘New approaches to presenting data’ webinar, Peter Harris introduced a range of data visualisation tools that allow researchers to take advantage of the digital sphere. Gradually, these tools will become commonplace for information industries, where the ‘entertainment factor’ in presenting data will deliver the highest impact.

News.com.au’s editor, Paul Colgan initiated the Cabinet Confidential project saying, “One of the things that the news media rightly gets accused of is not harnessing new technology enough to improve storytelling”. Are there lessons here for market research?

Intel’s ‘Museum of Me’ application creates a visual showcase of your Facebook life – exhibiting your friends, photos, status updates, likes and networks in your personal virtual museum. From a visual perspective it is a pretty nifty app, but fails to convey the narrative of a user. The app merely collects random data from the user’s profile, and maps it in no particular order.

I think there are some clear parallels here for market researchers, reminding me of Nick Palmer’s call to the industry – “how we move from being collectors of information to curators of insights”. We are living in a world abundant with information. Collecting data will no longer be the lifeblood of market research; instead, the industry will rely on making sense of the profuse amount of information available.

The role of the museum curator is to help stories be told. Through considered navigation, connections are made, leaving the viewer with a different perspective. ‘Museum of Me’ has shown that simply collecting data is meaningless. Without a narrative, information doesn’t turn into insight.

According to research done by Google recently, there will be more web searches done on mobile phones than will be done on desktops by 2013. In more traditional markets like Australia and the US, a more standard progression in technology has seen the desktop become a feature of most households over the past 15 years. However in emerging markets such as India and China, access to desktop computers was limited during their expansion in the west and now instead of following the trend of western markets, consumers in these countries are skipping desktop computers and the fixed internet connection in preference of mobile devices. Across the world mobile internet usage has increased 3000% in the last three years, largely driven by the access that consumers in emerging economies have to these previously out of reach devices.

It seems only natural that research should take advantage of this shift in reliance on mobile internet usage. Whilst being able to contact a respondent at their desktop at any time at any place has always been one of the foundations of online research’s benefit over traditional methodologies, mobile research takes this one step further and allows us to interact with respondents in their natural surroundings whenever we want.

The convenience of being able to reach for our phones and access the Internet anywhere is something that should be jumped upon by researchers. The devil makes work for idle hands, so why not use time when sitting on a train, in front of the TV at home as a time to undertake research.

A company in New Zealand has done something very similar. After the devastating earthquake in Christchurch, the plumbing to houses has been significantly impacted and residents are having to make do with portaloos installed on street corners. In these portaloos, a firm has begun recruiting participants for research through adverts placed on the walls. Surveys asking for opinions about the reconstruction efforts are sent and in some cases completed whilst…umm…taking care of business.

Being constantly connected through Internet enabled phones presents such a strong opportunity for companies to get an immediate read on their consumers. To take advantage of even the shortest amount of downtime to complete research can easily be seized upon. Being able to get feedback in either a qualitative or quantitative study could potentially take hours, not days or weeks.