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How do you go about gaining audience insights for your business? Traditionally, when brands want to gain insights from their consumers about new products or messaging, they would have to hire an outside marketing firm to conduct a research project. While this is certainly effective, it’s time-consuming and inefficient, particularly if marketers wish to gain those insights on a continuous basis. In this episode of Community Powered Marketing, Sue chats with Christoph Knudsen, Head of Consumer Insights at Cohley, formerly VP of Insights for TrueLoyal . During this fascinating discussion, Christoph provides some insights (we couldn’t resist) into the challenges faced by businesses looking to gain audience insights using traditional market research companies. You’ll learn why one-off research projects are ineffective for businesses looking for real-time insights to help them make better decisions.
You’ll find out why it’s so difficult to keep consumers on research panels engaged over time. You’ll discover the benefits of online communities and how they can help your business engage with consumers and gain powerful insights based on their feedback. And you’ll hear some examples of businesses that use their Vesta online brand community to build their audience, personalize their messaging, and define the unique attributes of their brand. Join Sue and Christoph as they explore the power of leveraging your online community to build your business and make better decisions based on the insights you gain from the process.
Enjoy!
Christoph is a career researcher and an insights specialist. Prior to his 5 years at Vesta and then TrueLoyal, he spent over a decade at MMR Research Worldwide, serving as Research Director on consumer food, beverage, personal care, home care products and CPG research. He specializes in consumer segmentation as well as understanding and communicating the emotional and functional profiles of brands.
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