b'SECTION 03 BUILDING YOUR BUSINESS CASESECTION 03While this is a lofty goal, it is a little vague. Every brand wants to get closer to its customers, but how can you identify the impact this will have?Look at your existing business objectives and identify pain points where more customer knowledge would help. Think of ways in which you are already incorporating the customer voice and the current costs associated with this.WhereFor example, lets say that maintaining premium positioning was a key objective. shouldIn the past you may have carried out a You would then need to test new number of market research activities like:features/package info/branding with customers. I start?A brand perception study to understandWhere all of these studies may have sat your place in the market place. in a silo, and been carried out by separateA brand architecture study to understandagencies, now all this information can sit your product line-up against consumerin one place, and you can use a profiled preferences.user group for all of the above. The cost of ad-hoc research can highlight potentialA usage and attitudes study tosavings of a community. understand the consumer behavior around your products/brand. From these three separate studies you would then form insight around todays picture of your brand and its products/services and The underlying purpose of an Insightrecommend changes. Community is to drive customer-centric growth for your business.Workshop the pain points your brand is experiencing with potential internal users and stakeholders. This will have four benefits: Customer-centric, because the community will give you direct access to customers and their needs. Growth, because it will help you meet those needs better andIdentifying opportunities youve missed. more efficiently. Prioritising opportunities and problems. Introducing key internal players to how an Insight Community might work. Increase buy-in for using a community by including stakeholders at an early stage and addressing any initial concerns. 37 | INSIGHT COMMUNITIES 2023 30 | INSIGHT COMMUNITIES 202329 | INSIGHT COMMUNITIES 2023'