How are communities different than an online panel?
Traditional panel providers curate a large database of participants that are mined by several brands at a time. But this constant onslaught of one-way communication creates a transactional customer experience, requiring brands to provide incentives for participants to remain responsive over a long period.
Communities, on the other hand, enable brands to actively engage with their own high-value customer segments. The platform not only reinforces the customers’ relationship with the brand, but also fosters two-way dialogue – between the brand and other members. In time, community members even start to feel like an extension of the brand and freely share their product ideas, thoughts, and experiences.