When formed and maintained correctly, insights communities are typically places of vibrant conversation and insight generation. Respondents can complete research tasks, chat amongst themselves in forums, and talk directly to researchers, sometimes even stakeholders themselves. Researchers can watch as respondents work through tasks, reveal unexpected insights as they chat amongst themselves, and see the community make a difference to an organisation through insight production and distribution. During the formation of each insights community there are many decisions made depending on the requirements of each insight team and organisation. So what does it take to create the perfect insights community? Find out more: https://blog.flexmr.net/perfect-insights-community-recipe

1. A Recipe for the
Perfect Insights Community
Designed by
Sophie Grieve-Williams
© FlexMR 2021
Ingredients
Prep ration
1. Pre-heat the insights community oven by outlining the
business challenges that the community will feed into,
preparing an engagement strategy and planning research tasks.
2. Add fully profiled participants, regular activities, space for
peer-to-peer conversations, engaging email communications,
active moderation and competitive elements to a bowl.
3. Gently whisk and add more of each ingredient as required.
Your community may need topping up with extra members,
additional activities or more frequent communication. Find the
exact recipe that works for you.
4. Bake in the oven to achieve insightful, impactful results.
Don’t forget to continue tweaking and improving the recipe as
you go.
5. Regularly serve robust, direct community feedback to
your stakeholders and decision-makers.
One pound
Fully profiled and segmented
community members
Tip: advocates, customers,
shoppers, consumers and
employees can all be used as
the basis for a successful
insight community.
Four tablespoons
Engaging email
communications
(newsletters, invitations and
reminders)
Half a tablespoon
Frequent, active moderation
Tip: moderators should
prompt, probe and follow up
on relevant conversations.
Two pints
Regular, structured qual and
quant activities
Two cups
Space for member-led
conversations
Three teaspoons
Competitive leaderboards
and incentives for
participation
One drop
Feedback and results shared
with community members
Optional
A thematic content calendar to keep activities fresh
To serve
An understanding of research objectives and business
challenges
Garnish
Direct stakeholder participation within the community
a