With a 59% market penetration rate and another 21% of the market considering the method, insight communities are truly a mainstream type of research. In fact, the capabilities of insight community are expanding which is likely to yield even greater usage. However, a question many companies ponder is: should I be doing this myself through software as a service (SaaS) or do I need a full-service model?
In order to make a decision on the desired service level, it is helpful to understand the basic responsibilities of an insight community. Thinking through your organization’s expertise and capacity in these areas serves as a starting point.
Below are some questions you and your company should consider when evaluating the proper level of service:
There are also a couple of other options. First, an organization could deploy a Hybrid model (company chooses select services). For example some organizations prefer to do their own activity creation, analysis, and reporting, but prefer the insight community provider to moderate the community and program the activities.
Second, an organization might want to start with a full-service model to help ensure a strong foundation and learn some of the nuances of managing a community, but then later transition to SaaS model. Likewise some organizations transition from SaaS to full service. Reasons for the change could include an increase in their budget or the need for more resource.
The decision to establish an insight community is exciting and should yield a great return through speed, volume, and depth of insights. If you are working with a strong provider who has both a powerful platform and a great team for professional services, you really can’t lose. It is also helpful if you are working with an insight community provider who is flexible and looking to help you find the model that fits your needs best. If you have questions on which model might be best for your organization, please reach out to us.
Partnered with Rich Armstrong to form My-Take in 2010 to focus on creating a more integrated and immediate platform and service to help organizations succeed in the marketplace through more customer informed decision making.