Why Communities? The Value of Communities for Research Market research has evolved dramatically over the last few decades, but there is a constant which still remains. Can you guess what this is? It is the need for high-quality, engaged respondents who happily provide their unique feedback from which we draw actionable insights. While traditional survey …
Read MoreDuring the 2024 Superbowl, Discover Card aired a commercial called “Robot” that explored the difficulties of recognizing AI from a real person. As Jennifer Coolidge praised Maya, the Discover Rep, for sounding like a human being (which she was), the rep retorted with: “Wait, are you a robot?” – (Maya) Discover Rep “Oh, how …
Read MoreMarket Research Online Communities (MROCs) as they were typically called at the time were a yearly feature in GRIT’s new technology section for over a decade, until they became nearly ubiquitous due to their cost/time efficiencies over ad hoc research. But do those advantages still hold when compared to the potential of AI synthetic data/respondents? …
Read MoreThe overarching theme of IiEX NA 2023 was the rapid rise of AI and its potential to disrupt the MR Industry. Quickly, the narrative for AI has changed from, “Will it disrupt?” to “To what extent will AI disrupt MR and how quickly?”. Most folks are betting on “extensive” and “this year”. The impact of …
Read MoreAI (ChatGPT, et al) is set to disrupt the Market Research Industry. A recent joint academic study (Princeton, Penn & NYU) with the sexy title “Occupational Heterogeneity in Exposure to Generative AI” listed MR in the top 10% of industries threatened by AI (75th out of 750). Looking for more causes for concern, On Monday …
Read MoreIf you want to achieve maximum efficiency, every member of your research team needs to stay in their lane. At KLC, we’ve always felt that means allowing our clients do what they do best, which is provide great research. Today, most community providers are tech oriented (i.e., DIY, SaaS). With an emphasis on scalability, their …
Read MoreMembers typically join an insights community because of their interest in the brand or the product category (for blind communities). This interest is the hook that drives initial signup. Once recruited, community members are typically treated to a passive, reactive experience. They are asked to participate in research projects without the courtesy of explaining how …
Read MoreThe core responsibility of insights providers is to help our clients make better decisions. Decisions based on disparate, objective analysis. On the other hand, autocratic leaders show a predisposition for their own subjective litmus tests. We are seeing this play out in Ukraine. But as is often the case in history, there are striking parallels to …
Read MoreIn Episode 2 of The Co-Creators Podcast KLC’s CEO and host, Kevin Lonnie, sits down with John Bowen, a brand transformation consultant and Principal of BOWEN® to discuss customer co-creation and the role that KLC played in the development of Hum by Verizon. In case you missed it, check out Episode 1 of The Co-Creators …
Read MoreAgile Online Communities are becoming the empathetic cornerstone of a new collaborative relationship with customers. Established in almost every major organization, Insights Communities have become nearly ubiquitous. Their proliferation, driven by cost and timing efficiencies allow Insights Departments to offer a significant ROI over comparable ad hoc spend. Owing to the versatility of insights communities, they …
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