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 panels serve a purpose, research communities have emerged as a superior model, offering deeper engagement, faster insights, and a more cost-effective approach to ongoing research needs.
For KLC, communities are more than just a method of collecting data; they are a strategic tool that allows businesses to maintain a consistent pulse on their customers. Unlike one-off surveys or focus groups, an insight community fosters an ongoing relationship between brands and their customers, leading to richer insights and more strategic decision-making. As a result, communities have become ubiquitous among Fortune 1000 companies, as they cater to the growing research needs in these companies, on a strict budget.
The History of KLC & Its Communities
KLC was founded in 1996 (the year of “You’ve Got Mail”) as an internet-company, at a time when AOL and MODEMS were a thing. Remember the sound of a modem connecting to the internet in the background? Yeah, that’s surely something today’s generation would barely recognize. By the early 2000s, KLC had pivoted to insights communities, quickly realizing their potential to provide a more sustainable and efficient research model.
In these early days, KLC – at that time under Kevin – was one of the first companies to offer insight communities, while corporate researchers like Dan (our current President), were among the first to buy into the model. At the time, few businesses had adopted this approach, but those that did recognized its power. KLC’s pioneering efforts in community-based research underscored the advantages:
- maintaining a direct relationship with engaged customers,
- reducing costs, and
- accelerating decision-making.
Today, nearly every Fortune 1000 company has an insight community, highlighting how the model has transformed the industry.
How does KLC keep our communities engaged, and manage a high retention rate?
The success of any research community hinges on two key factors: engagement and quality of respondents. At KLC, the approach to fostering engagement is twofold:
- Addition of an Intrinsic Motivation – While monetary incentives exist, KLC focuses on creating a sense of ‘value’ for participants. People join communities because they care about a brand or category, and we make sure they get to voice their opinions on things they are passionate about.
- Making Their Input Matter – Ensuring consistent engagement among participants can be challenging, but beyond monetary incentives, we’ve found that adding a personal touch significantly enhances retention. A simple thank-you note acknowledging their contributions or sharing how their feedback influenced a client’s project reinforces the value of their input, making them feel heard and appreciated.
This approach is particularly critical in today’s market, where research procurement teams often seek lower-cost alternatives. By emphasizing deep partnership and value-driven insights, KLC ensures that its communities remain indispensable.
Panels vs. Communities: Key Similarities and Differences
One of the most common questions in market research is how insight communities compare to traditional research panels. While they share some similarities, their differences are significant:
| Feature | Panels | Communities |
| Engagement | Low – Participants complete one-off surveys with little brand connection | High – Ongoing relationship fosters deeper insights |
| Speed | Slower – Requires fresh screening per study | Faster – Pre-screened, engaged members respond quickly |
| Value | Higher long-term costs due to new recruitment for each project | Lower cost per study over time |
| Flexibility | Limited – Typically used for one type of research, for example; survey | High – Allows for surveys, focus groups, IDIs, and more |
| Involvement | None – Participants are part of a managed database. | Strong – Members feel involved and heard |
A common myth about Communities vs. Panels is size. While panels are seen as massive by definition, communities can also range from a few hundred to several thousand members. The key difference lies in the function: Communities foster engagement and brand connection, while traditional panels serve as a respondent database for research sampling.
To learn how a KLC Insights Community can help you, please visit our website, https://www.klcommunications.com/about-us/contact-us/
Thanks for reading!
Get in touch with us directly to learn more!
Kevin Lonnie [email protected]
Dan Womack [email protected]