Brands are scrambling to collect insights smarter, faster and better in the endeavor of being relevant. Online communities are now becoming the most widely used form of conducting market research. In fact, 74% of all organizations now say that they are using some form of an online community for market research to collect actionable insights. 

An online community is widely becoming the choice to conduct market research due to the level of insights that can be collected from a closely-knit bunch of panel members. What makes it enticing to a brand to use an online community is the ability to collect qualitative as well as quantitative data from an audience.

Mature organizations that value customer service and measure customer satisfaction, have multiple ways to achieve it. Teams within teams are created to manage customer expectations across a broad spectrum and the purchasing experience. There are multiple touchpoints that a customer liaisons with a brand, right from the point of sale to retail channels. Customers also indulge with a brand through mobile apps, call centers, delivery modules as well as social media.

Since the emergence of the Net Promoter Score (NPS), organizations have based their customer experience and customer satisfaction success metrics on the basis of those numbers. That isn’t the wrong way look at it – after all, a higher NPS means more satisfied customers. Interestingly, according to Bain & Co., the leader in any industry has an NPS score of more than double compared to its competitors.

Heightened customer experience, customer intelligence, and customer satisfaction form the cornerstone of businesses and any organization that liaisons with direct customers. An online community is becoming the preferred method for businesses to stay in constant contact with their customer base and collect insights from them. It’s become so important to a business that 74% of organizations say now that they operate some form of a panel or community.

Remember back in the good old days when the community was really a huge part of our lives? Back then, people coming together to celebrate life’s wonderful little miracles was a different sort of experience. Communities are very much a part of who we are. Even these days, as we’ve shifted into a world of online socializing and VR rollercoasters, it’s hard not to turn our heads back and think about how great it feels to be part of a community.