The COVID-19 crisis is underlining the importance of consumer closeness. In an age of unprecedented change, the ability to engage the right customers at the right time and capture insights on their behaviors, attitudes and emotions is a huge competitive advantage.
In market research, insight communities are a popular tool companies use to capture ongoing customer feedback. This is a solution that I’m very familiar with: my first company, Vision Critical, introduced insight communities in the early 2000s. Today, hundreds of global brands use insight communities to reach at-the-ready pool of customers who have agreed to provide feedback and answer surveys.
When I left Vision Critical and started Rival Technologies just over two years ago, it was with the goal of bridging the gap between how people live their digital lives and how market research is conducted. Working with early adopters of our platform, we’ve heard time and time again about major concerns on insight communities. While companies still get a lot of business value out of insight communities, many forward-looking market researchers are realizing that this is a tool that can use a major overhaul.
Consider the following issues….
Communities today still rely heavily on emails to recruit and engage research participants. Unfortunately, email is a channel that’s falling out of favor with many people. Many of us in the business world spend the first few minutes of our working day looking for things we can delete immediately in our inbox. Most Gen Zs only maintain an email account so they can sign up for various apps and services but otherwise pay very little attention to this channel. If we want more immediate feedback from customers, we have to look beyond emails to reach and engage community members.
Over-reliant on recall
Because community activities are sent via email, those that respond to surveys do so usually a few days after a survey is deployed. This is problematic given that human memory is not very reliable. Most people can’t remember what they did a week ago—or even a couple of days ago. Relying on recall means the feedback you are getting is at best incomplete—and at worst inaccurate.
Too clinical—and too long
The typical approach to community-based research is to bombard participants with surveys that are too long and too boring. Worried that customers will never participate in surveys again, our industry has the habit of asking all possible questions in a burdensome and tedious 20-minute survey.
Surveys sent to insight community members are typically overly formal, using clinical language no one would ever use in real life.
This approach flies in the face of consumer behavior: when communicating with others, people typically use micro-moments throughout their day to quickly answer a message, leave and then go back again later to send another message. These leave-return-leave-return cycles happen many times in a day, but they are usually very quick and effortless for people. In contrast, 20-minute surveys are onerous, time-consuming and not fun at all.
Surveys sent to insight community members are also typically overly formal, using clinical language no one would ever use in real life. The result is a user experience that’s off-brand for many companies. More crucially, this stodgy and clinical approach puts people in test-taking mode, which inhibits a more candid conversation. If we want community members to provide their unfiltered feedback, there needs to be a mutual exchange of value—and that should start with a user experience that fosters trust and honesty.
Hard to set up and manage
Insight communities have developed a reputation for being a pain. Many enterprise market research platforms still require a few weeks—sometimes months—to set up a new insight community. In today’s dynamic and hyper-competitive landscape, the idea of waiting weeks to start engaging with your customers just seems wrong.
Insight communities have developed a reputation for being a pain.
In talking with early adopters of our mobile messaging-based research platform, we heard these issues again and again, and we knew we were in a position to help address these. Many people at Rival and our sister company Reach3 Insights have spent the last two decades pioneering community-based research approaches. We wanted to use our collective research pedigree to examine the traditional insight community model from the ground up and re-engineer it for the mobile era.
Today, I’m excited to announce the official launch of Mobile Communities—a solution purpose-built to provide the fast, iterative and ongoing insights global brands need to win in today’s mobile-first world.
A complete re-imagining of the conventional insight community, Mobile Communities allow you to quickly engage—and re-engage—key consumer groups in-the-moment to capture both predictive quantitative data and emotive qualitative context in one seamless experience.
Mobile Communities address the biggest shortcomings of insights communities head on, while helping market research teams take advantage of the opportunities provided by advancements in mobile technology.
Getting sample is still one of the biggest pain points in community-based research. And it’s not surprising why: you can’t unlock quality insights if you’re not engaging the right people. But many consumer groups—Gen Zs and certain segments of Millennials, for example—are notoriously difficult to reach through traditional sample sources.
The good news: these hard-to-reach groups are active on social networks and messaging apps. If you can get their attention and give them a compelling reason to participate, there’s a good chance they will.
Because our platform is mobile-first, recruitment through social media and web advertising is easy. For example, many of our clients have used Instagram Stories to seamlessly invite followers to a recruitment chat. This tactic has proven to be effective in building Mobile Communities of gamers, Gen Zs and other groups that are typically excluded from research.
Of course, you can still use traditional sample sources if you need to. Our team will work in consultation with you to have the right mix of recruitment tactics that will meet your business needs.
With Mobile Communities, rather than sending surveys, you send chats—conversational surveys that are housed in mobile web browsers. Everything about chats—from the user interface to the language and tone used—are designed to mimic a conversation you’d have with a friend or a family member. Our approach uses plain language, asks direct and meaningful questions and iterates on ideas by learning and following up in shorter engagements.
With chats, companies can create truly engaging experiences for research participants without compromising the need for sophistication. Mobile Communities are backed by a robust market research platform that allows you to run rigorous quantitative studies and collect rich qualitative feedback (with selfie videos, photos and open ends). The solution includes a range of reporting capabilities, including dynamic interactive deliverables and mobile topline reports.
Our approach to open-ended questions is to give participants the choice on the format they want to provide their input with. Depending on the community, 10% to 20% of research participants choose to send a video rather than a text response.
Video feedback is powerful because it lets customers tell their own stories in their own words. With a Mobile Community, it’s easy to capture selfie-videos that help punctuate rigorous quant feedback and provide rich context on what’s really driving consumer behavior. Many clients we work with have told us that video reels from their Mobile Communities have captured the attention of executives and helped build credibility and visibility for the market research team.
Community members are notified of new activities through mobile notifications instead of email. This capability is powerful because 90% of text messages are read within the first 3 minutes. Unlike emails, SMS notifications are noticed and acted upon by people right away. It’s not unusual for Mobile Communities to get hundreds of responses within a few minutes. In one example, our customer Vancouver Canucks saw a 33% response rate within the first 6 minutes of a chat being deployed.
This ability to reach people in-the-moment enables research teams to provide the fast, robust feedback companies need to make the right decisions in an agile and nimble way.
Many of the Mobile Communities we build for our customers are set up for long-term use. A global media brand, for example, has a community of mostly African American women that provide ongoing feedback on programming. The NHL’s Vancouver Canucks has a community of fans they engage with during live games.
But some Mobile Communities are purpose-built to address specific business issues. REVOLT Media & TV, for example, quickly built a Mobile Community to capture feedback about a specific event. Over three days, attendees were sent a series of chats through mobile notifications asking them about their experience. In another example, a major CPG player built a Mobile Community specifically set up to get insights on e-commerce optimization over a few weeks.
While many companies still get a lot of value from long-term communities, some brands would get more immediate ROI from more short-term pop-up communities. With this insight community solution, both options are possible.
We realize that not all companies have the same research needs. To that end, Mobile Communities come with a broad spectrum of services. For companies that prefer to be more hands-on, Rival has a Customer Success team that provides a unique combination of market research experience, account management expertise and technical skills. For Fortune 500 brands that prefer to work with a full-service consulting agency, our award-winning sister company Reach3 Insights is available.
Mobile Communities let you engage customers in a secured setting. Data security is a core foundational element of our platform, and we made early investments to accelerate compliance. In 2019 alone, we hired a head of security and earned our SOC 2 Type 1 certification. We’re very close to getting our SOC 2 Type 2 certification as well. If you have any questions about data privacy and security at Rival, please don’t hesitate to reach out!
With so much uncertainty in the world right now, businesses can’t afford to make decisions based on gut instincts alone. This is the time to be data- and insight-driven. By connecting you to your customers in-the-moment, Mobile Communities are an invaluable tool that can help you navigate these unprecedented times.
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