What are insights communities and how can you make the most of them?

Comunidades de Insights | Insight communities
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What Are Insight Communities

Insight Communities are a tool where a group of people with specific characteristics is gathered for research purposes. This research can involve various activities such as surveys, polls, forums, debates…

Therefore, it is a powerful tool for both qualitative and quantitative research because it is flexible in terms of the number of participants.

For brands, they have become an excellent tool for gathering insights and quickly obtaining feedback and opinions from their audience. The goal is to establish a closer relationship with them to better understand their needs.

The Market Research Online Communities

The process is carried out under the Market Research Online Communities (MROC) methodology, a relatively new market research approach that collects online data about groups of people interacting in digital environments, called communities. In these communities, users group together based on common interests to discuss various topics.

The first definition of MROC was conceived in 2008 by a report from Forrester Research, where they already stated that this methodology would transform the way market research is conducted. And indeed, it is already doing so. One of its key features is that research participants must become community members to obtain real-time data.

Advantages of Conducting Research with an Insight Community

Therefore, these are the benefits of conducting research with an online community:

Real-Time Data and Information

An insight community provides the necessary resources to collect data and knowledge at both quantitative and qualitative levels.

Controlled Customer Data and Knowledge

Community administrators have access to participant data. Moreover, it is within a brand-controlled environment with limited access only to participants.

The Sense of Community Generated

Online communities create a sense of belonging. Bringing together like-minded individuals who feel they can voice their opinions and be heard results in a better attitude toward participation.

Feedback and Trust

Insight communities build trust-based relationships, and information feedback is continuous. The created community is a loyal audience that responds promptly to the questions posed.

Lower Cost and Time Savings

In an insight community, participants are available whenever you need to conduct research, ensuring the process is always up-to-date.

What Our Insight Community Tool, WATLab, Offers

The We are testers’ insight community platform, WATLab, is equipped with numerous tools that facilitate both quantitative and qualitative research.

It offers numerous resources that provide great added value to our clients. Here are some of them:

  • It becomes a hybrid research model that combines quantitative and qualitative aspects.
  • Moderation is possible both by specialists from the We are testers team and by the client.
  • Integration of numerous tools, such as the ability to conduct surveys, video calls, solicit opinions, voting, debates, UX tests, heatmaps…
  • Parameterization and customization of the visual interface to match the brand’s image.
  • The client can monitor community activity in real-time.
  • Possibility to combine with other tools.
  • Micro-segmentation of databases, including suitable participants from both the WAT Community and client databases.
  • It is our own tool that is constantly evolving, with new resources continuously being implemented.
  • Extensive gamification possibilities.
  • Multiple profile management.
  • Multilingual support.
  • Statistics and results analysis.
  • The development environment is user-friendly, making it easy to use the tool and visualize data graphically in real-time.

Would you like to start using insight communities? Just get in touch with us. We’ll provide a demonstration and discuss how we can assist with your specific needs.


online communities - We are testers

Update date 14 April, 2024

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