Across the industry, we’re witnessing a huge uptick in the usage of smaller, more tactical insights communities to help brands move faster when developing new products, launching marketing campaigns, or building brand platforms. At 20|20, we refer to these smaller, iteratively built qualitative communities as lean communities.
Two main factors are driving the growth of this approach. First, qualitative community providers have now evolved to the point where they can deploy a new project in just a few days, for a fraction of the cost of a traditional, large community. Plus, AI and machine learning have taken some of the tedious tasks required when running a community and automated everything from respondent engagement to analysis.
Second, the industry disruption many brands face in their marketplaces, with new entrants and rapidly shifting customer expectations, means research must move faster and involve more members of the product or brand teams in research “sprints” that pulse in and out of their communities every few days or weeks.
The insights teams that realize the power of these qualitatively-focused, build-as-you-go lean communities can move faster and make business decisions more iteratively to drive success and growth for their brands.
Learn more about lean qualitative communities and what it takes to make them successful in our article, published as part of the special supplement on insight communities from MR Web.