b'SECTION 03 BUILDING YOUR BUSINESS CASEWhat are the roles and responsibilities? Development: A lot of Insight CommunityInsight and consultancy: Data is only platforms come ready to plug and playhalf the story - to turn it into insight and will only need a little technical supportyou need experienced qualitative and to get going. If you only need the standardquantitative researchers who can take setup then this can make things easy, butInsight Community outputs and find the most of our clients require some level ofmost impactful and actionable results customisation, bespoke features, links tofor your business. This needs a team with other platforms, links to APIs etc. As suchsector or brand knowledge and whether you should ensure that any platform youyou have someone inhouse or outsourced, choose has its own in-house developersthey need to be aware of your business and consider any points of customisationgoals and problems. you might need. Creative and design: Insights are useless Community management: Theunless they are noticed and acted on bread-and-butter of running an Insightby your business. You need to produce Community. This includes recruitment,eye-catching and memorable assets in retention and churn management,the form of videos, infographics, reports, responding to feedback, moderation,images, posters, memes. These will help and monitoring the overall communitysocialise the insights among the activity and health. This is critical for anycommunitys stakeholders above and community and the larger and longer-termbeyond a standard dashboard and can it is the greater the need for an experiencedbe the difference between a high-impact team to handle it.community and one that fails to reach its potential. Data collection: This includes survey programming, data processing, tabulationCommunity strategy: The final key role and charting, and overall projectis the most strategic - the community management, including handling the taskneeds an overall owner or leadership load and flow on the community.team, whose job is to make sure the These responsibilities can be easily handledcommunity is in continual alignment with by a community supplier but might also bethe wider business strategy and to keep taken on by existing research agencies orstakeholders engaged. The most vital in-house teams.part of this role is defining and tracking KPIs and measuring the ROI of the Advanced analytics: Beyond simple datacommunity. collection are the more complex research functions. Particularly in large-scale communities, advanced analytics can add immense value. Machine learning can unlock deeper insight into member data, analytics can produce new customer segmentations. Your Insight Community can also be used for pricing analysis and predictive modelling. All of this requires specialist resource, which many community platforms lack. If you want to use your community to its full potential, these capabilities should be a requirement. 43 | INSIGHT COMMUNITIES 2023 44 | INSIGHT COMMUNITIES 2023'