b'SECTION 02 CHOOSE THE RIGHT PLATFORMTip 3: Modularity One size does not fit all. A good Insight Community platform allows for modular capabilities - it should be possible to run lots of different research tasks and analyses Tip 1: Adaptability on the platform if required. Some examples of common quantitative and qualitative research tools which an Insight Community might use include:The main thing that separates good from bad platforms is their adaptability. A good platform is one which allows you to integrate more data sources, run different modules,Quantitative:and which grows alongside your brand as its needs change.In order to achieve this, you should make sure the platform you choose is continually invested in, with development resource available and a history of updates and improvements. Data formats and sources can change rapidly, and the platform needs to keep pace with that change. SliderHow many hours a day do you spend on a computer?Please drag the slider Tool: Advanced survey tools e.g. Conjoint, Max. Diff. Analysis.NEXT QUESTION Application: Pricing and product optimisation.Embedded websitePlease browse the website and click the continue button to answer a question about it.Tool: Website, apps and mobile testing.Application: User experience research.Tip 2: Mobile HighlightsEveryone is using smart phones and its critical that your community platform will work on them.What do you think about this website? Tool: Highlighters, Heat Mapping, Dial This will enable: Testing, Implicit Testing.1 Genuine in-the-moment research that captures experiences where and when theyApplication: NPD and comms testing.happen.2 Geolocation, which allows tracking and triggering of research events (e.g. shopper-relevant questions triggered by a store visit)3 Passive metering of data - locations, activities, app use, and other areas. This gives a behavioural dimension to participant data, as opposed to just recall of activity. Eye trackerTool: Eye tracking and facial coding.Application: Advertising and comms testing.13 | INSIGHT COMMUNITIES 2023 14 | INSIGHT COMMUNITIES 2023'