b'SECTION 02 CHOOSE THE RIGHT PLATFORMQualitative:Tip 4: ControlCan users directly engage with members? Can they write, design and test their own surveys? Can they customise community reporting? An Insight Community platform Tool: Online forums and groups. which gives its users more control will be more useful than one which limits their autonomy. The more that users can do themselves, the more likely to be widely used Application: In-depth customer feedbackwithin your organisation and become a powerful shared resource. (e.g. comms testing). If you keep these four tips in mind when looking at different platforms, you wont go far wrong! Look beyond a simple demo and try and get hands on when testing different platforms and see how easy/difficult they are to use.Tool: Diary studies.Application: In-depth consumer understanding.Tool: Online focus groups (real-time discussions).Application: Multiple applications across most research areas.Tool: Video capture and analysis.Application: Multiple applications including in-the-moment research.These modules span the whole range of research activities. Crucially, they include tools designed to get both at automatic, unconscious System 1 decisions (eg implicit testing, eye tracking and video analysis) and more considered, conscious System 2 decisions (e.g. Conjoint and Max Diff tools). When researching platforms, think about which tools can help unlock answers to your burning business questions.15 | INSIGHT COMMUNITIES 2023 16 | INSIGHT COMMUNITIES 2023'