Insight Communities are a way of conducting online qualitative research with a targeted group of people over a specific duration. Depending on what you want to accomplish, communities can range from short-term, long-term or ongoing communities. The first step is to determine what type of community is the right approach for your business or client's needs.
Over the past year, we've developed an Application Webinar Series to communicate the different research applications that you can run using Recollective. While the series focused a lot on shorter term projects to address specific objectives, the last webinar in the series explored how to leverage Recollective to run longer-term or ongoing Insight Communities. We received an overwhelming response to the session including many follow-up questions regarding the logistics of running a longer-term online engagement.
Over the next few weeks, we will be spotlighting some of the key topic areas and questions, including:
So you might be asking yourself – what exactly is an Insight Community?
Insight Communities are a way of conducting online qualitative research with a targeted group of people over a specific duration. Depending what you want to accomplish, communities can include any number of participants and last a few days, weeks, months or can even be ongoing in nature. Because of this, we tend to classify insight communities within Recollective as either Short-Term, Long-Term or Ongoing. Let's quickly explore the differences between them.
Short-term communities tend to focus on a specific objective and have clear questions that need to be addressed by the end of the study. As the name suggests, they typically take place over a short duration that could be anywhere from a couple days to a few weeks or months. Although short-term communities can host any population size, they're most often comprised of a smaller sample size to make the information more digestible for qualitative learnings.
To give you a baseline – the most popular short-term community license on Recollective is one week with 50 participants.
Long-term communities allow for topics to be explored in more depth over a long duration, yielding greater insights and providing longitudinal learnings. Again, as the names suggest, these types of communities typically span months or even years and in many cases are created without an end date in mind.
Due to the nature of a long-term project, these communities tend to be larger in size and typically range from hundreds to thousands of participants. This can be due to a wider range of segments that the client / stakeholder is looking to talk with or to ensure that the responses they receive meets a reasonable threshold for analysis.
The first step in the process might seem like an obvious one, but we want to emphasize how important it is to make sure a long-term or ongoing community is the right approach for your business' or client's need.
Long-term or ongoing communities are perfect for exploring a wide range of objectives within one environment or if you are looking for a quick turnaround solution that can provide “on demand” insights. Long term communities can be category or brand specific and although they can be created with set objectives or overarching goals in mind, they can also be leveraged as a sounding board. They empower customers to openly discuss their experiences and feelings with a brand, help brands keep a pulse on the industry and can even be an agile screening tool for more targeted, in-depth research initiatives.
So in order to determine if you, your company or your client could benefit from a long-term or ongoing community, ask yourself the following:
If you answered yes to any of the above, a long-term insight community is likely a good option for you to explore. Long-term or ongoing communities can provide a wide range of benefits, some of which include:
Sound enticing? Before committing to a long-term community, you will want to better understand the ongoing cost and time commitment it will take to manage. One of the biggest downfalls of long-term communities is that companies can under-estimate the time commitment it requires to ensure that community is well maintained, active and engaged. So you want to make sure that you have the resources available (either internally or that you have a partner that can help) to ensure it is successful.
Feel free to reach out to our team if you have any questions or need help determining if a long-term or ongoing community is the right option for you.
If you missed any of our previous Recollective Application webinars on Transitioning your in-person research online, Homework & Digital Ethos, Journaling & In-the-Moment and Co-Creation, you can find all the recordings on our blog!