Online communities should not be restricted to research

Brands adopting “insight” as their mantra at your 1-2-1 Research Summit (MW 19 May) are doing so with good reason – the benefits of bringing insight into businesses, especially via customer communities, are clearly stated in the piece but I’d like to have heard more on client engagement.

RSA’s Caroline Van den Bos touched on this by pointing out that getting your entire business to buy into the benefits of insight from an online community is invaluable.

However, building and establishing ownership of online communities tends to be limited within the parameters of the research and insight team. Ideally, brand owners should look to get this buy-in and input as the community launches.

Encouraging ownership of the online communities across all relevant departments delivers demonstrable business value not only in terms of insight, but also cost efficiency.

Ultimately, encouraging community ownership from all parts of the business provides a unique opportunity to join the dots between them.

Merging purchase data, social media, complaints/ helpdesk feedback and such to the attitudinal insight from the community provides a potent combination to understand customer motivations and purchase decisions.

Barry Noble
Managing director
Tpoll

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here