b'SECTION 02 WHAT ARE INSIGHT COMMUNITIES GOOD FOR?Sector by sector, use casesInsight communitiesUse casesKey trends Tactical / short term Strategic / long termRetailRetail is still struggling to balance online portals with high street presence. DisruptionMaximise marketing: discover the most effectivePersonalisation: One community can house many segments & FMCG comes in the form of new on-demand services in the convenience market. Brandsmessaging and measure comms impact.fort ongoing research. need to leverage the database of today to futureproof their business for tomorrow. Win online: Optimise online experiences andGrowth areas: Uncover new opportunities, product extensions omnichannel journeys.and target markets. Innovate easily: Develop and refine new products,Strategy: Supercharge your certainty by involving customers new ideas and new campaigns.in your key decisions. Media &Viewers are thirsty for high quality content, but every greenlit script is a gamble andTest & tweak: Develop and refine your contentCultural insight: Understand how cultural, societal, and other Publishing there are no certainties. Media firms need to validate their content investment,with a wide range of tools.macro factors are influencing audiences. refine their offering and subscription levels whilst serving up greater personalisedPrice is right: Find the right balance betweenGet on trend: Get ahead of the curve through active listening recommendation and ad choices.freemium, subscription and premium models.and easy analysis. Erase campaign pain: Understand reactions to yourCompetitor know-how: Map out your share of wallet and where campaign, track and evidence performance and uplift. your proposition sits in the market.FinancialDevelopments in fin-tech and open banking are transforming the way we spend,Develop your digital: Improve user experienceRegulation: Ensure a customer-led strategy and response Services save and invest. Consumers expect financial institutions to be transparent, ethicaland discover real journeys and problems.to regulatory changes. and flexible to their needs. Its never been more important to dig deep into the needs of consumers, deliver a seamless omnichannel experience and win their loyalty. White space: Easily incorporate feedback throughoutConcept testing: Develop and test new offerings through the innovation cycle.Usage & attitudes: Who should you target, what drives Segment to success: You can easily house severaltheir purchase and how can you reach them? segments within one community meaning ongoing research and insight as their needs change. TechnologyRegulation is increasing. Issues around security and privacy are here to stay.Real journeys: Unlock real usage of websites andDrive purchases: Compare and contrast different offerings While tech companies have seen big gains recently, investors are now takingapps with mouse and click tracking.and packages, understand the key points in the customer a more cautious outlook. So how can tech companies ensure ROI on their activity? journey and convert more users. Compelling creative: From early stage concepts through to completed creative, get real feedback and analysis onImprove engagement: Serve users more of what they love your collateral.by tapping into the wider cultural conversation.Co-creation: Develop and refine new ideas, new featuresUnderstand your users: Segments sit easily within the platform and new products with the very people wholl beenabling testing with different groups. using them. Travel & LeisureTravel was a growing sector before the pandemic hit as new destinations and newLand your message: Test your comms to ensure theyA single view: Have one platform incorporating CRM, innovations opened up cheaper flights for more people. Now every travel brand isalign with customer needs and drive brand fameloyalty card and third-party data. battling it out to win over cautious customers. They need to optimise every step fromand consideration.Delve deeper: Understand menu choices, packages and booking and travel to in-resort and attraction experiences. Clear channels: Understand omnichannel bookingexperiences and see what travellers are willing to pay that journeys and where you can have influence.little bit more for. Real journeys: Gain in the moment or post tripPersonalisation: Use segments in your community and test feedback, to understand booking, travel andpersonalised messages, offers and packages. trip experiences. 23 | INSIGHT COMMUNITIES 2023 24 | INSIGHT COMMUNITIES 2023'