b'SECTION 03 BUILDING YOUR BUSINESS CASEKey decisionsShould your membership be open or closed? Closed memership: Most InsightOpen membership: Open communities for yourCommunities are private, invitation only,are a great place for the crowdsourcing and commercially confidential. In a privateof ideas. By inviting collaboration and community you can set expectationsco-creation and product roadmap upfront, easily control and curate thesuggestions, you can assess common conversation, get to know the patterns andthemes and unearth hidden gems from communitypersonalities of your members and controlyour customer base. Having an open who those people are. The downside of this,community makes it easier to attract is that you will have to attract thoserespondents but may become unfocused members in the first place which has a timebecause of this and require more and monetary cost associated with it.moderation and engagement. Another downside is that despite non-disclosure agreements and new technology enabling the blocking of Its now time to dig into the details of the communityscreenshots, information may still leak. you plan to build. There is no set formula when it comes to communities and their set-up will very much depend upon what youre trying to achieve.Which membership should your Insight Community have? Current customers: For these people, theLapsed customers: A lapsed customer thought of contributing to a brand they lovecan help shed light on faults with your and having their voice heard is a key driver toservice/product or customer service How long should you run an Insight Community for?being part on an Insight Community. As suchdiscrepancies. Most importantly they are your current customers may be easier tothe best people to help you understand recruit, may need less incentives and maythe steps needed to win them back. It will Short-term communities last from a fewLong-term can last anything from 12already have some ideas. Where people arebe more difficult to recruit lapsed days to a few months. These communitiesmonths to ongoing. They allow you toself-described fans you may struggle to getcustomers and is quite likely that a are tactical in nature and are often designedexplore topics in more depth, get to knowcritical feedback and they may also havenegative experience will bias research. It with a specific business problem in mind.your members better and can be used forhigher expectations around how often themay be better in some situations to use Typically used for a higher intensity of tasksboth tactical and strategic decisions.brand will communicate with them.an unbranded Insight Community and from a smaller pool of members. A greatPerfect for exploring a wide range oflarger incentives when attracting this way of collecting a high volume ofobjectives within one environment andtype of member. qualitative data quickly. Less likely to becan house several segments for moreProspective customers: Prospective effective as a strategic asset to yourdetailed discovery. Generally speaking,customers are more impartial and so may organisation. you save money vs traditional researchoffer better insight into your brand andEmployees: Many brands use an Insight methods when using a communitywhere you might improve. As you mightCommunity for employee feedback platform over a longer period of time,imagine it can be difficult to getprogrammes, including employee but this does mean a bigger investmentengagement from a group of people whosatisfaction tracking and moderated in terms of recruitment, moderation,potentially dont use your service andforums. It can also be used for training running and handling churn.therefore may not care about it. and employee development exercises. You may need to consider if the frequency of feedback will be high enough that you Mix and match: Ideally your communitycan justify the costs of setting up an will include current, prospective andInsight Community lapsed customers so you can gain a more impartial view and map out complete journeys and touchpoints.37 | INSIGHT COMMUNITIES 2023 38 | INSIGHT COMMUNITIES 2023'