b'SECTION 03 BUILDING YOUR BUSINESS CASEHow big should your Insight Community be? Small communities: A smaller community willLarge communities: Larger Insight lend itself to more qualitative research orCommunities can produce more robust intensive innovation work. With a smalleranalysis which lead to strategic decisions. group, moderation will be much easier, andMore voices can sometimes mean that you can get to know your group and whatdata is mixed but, theres no such thing drives them. A smaller group typically meansas bad answers. One community can lower costs as well. Smaller communitieshouse several segments and with the have a perception of being more tacticalability to have breakout sessions you can than strategic. This is because it can be a lotdig deeper. The bigger your community, easier to justify action based on the insightthe more resources, moderation, of 5000 people rather than 50.incentives and data analysis youll need and yesthat all has a cost associated with it.Should you brand or not? Branded community: Your brand can enableUnbranded community: You might choose easier recruitment and onboarding ofan unbranded Insight Community where participants. Where people know, use andyoure looking to obtain feedback from love brands they are more likely to engage inthe overall market, or perhaps have a feedback as it gives them an opportunity togroup of companies that many not be shape the brand and have their voice heard.linked in the publics eye. Also useful The downside to this is that strong opinionswhere you are seeking an impartial lead to bias.viewpoint, or where you are particularly interested in gathering information from A branded Insight Community a allows forprospective or lapsed customers. As we greater transparency. As the participantssaid earlier a branded community may know which brand they are answeringbias participants and skew data. questions about, it means that product names, packaging details etc wont need toPeople will be more sceptical of how their be obscured or changed. This enables you topersonal data will be used where there get actionable feedback on real campaignisnt a brand associated. This may make ideas and concepts. it more difficult to find appropriate respondents, and you may need a larger incentive in order to attract people. You may have to change/hide who the end client is (if for example you were showing a new product design) which can add additional cost.39 | INSIGHT COMMUNITIES 2023 40 | INSIGHT COMMUNITIES 2023'