GutCheck Webinar Series Explores the Evolution of Research Communities And Emerging On-Demand Community Model

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GutCheck CEO Matt Warta explores the evolution of online research communities and how they can help guide brand decisions

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“All of this fits into a trend of movement toward agile research approach,” said Matt Warta, CEO of GutCheck. “No brand wants to give up quality of insights and it’s essential that insights move at a faster pace,” he added.

How did research communities evolve from slow, expensive “dirty fishbowl” models to the vibrant and on-demand communities that guide top brands today? GutCheck CEO Matt Warta tackled this issue and explored the evolution of online research communities and how they can help guide brand decisions.

In the webinar, Warta explains that though online communities have been used as a research tool since the late 1990s, in the past couple of years, there has been pressure to utilize those traditional communities for rapid feedback that can keep insights moving at the same speed as business decisions. This may work for large brands with large budgets, but it is not scalable nor is it affordable for smaller brands.

Additionally, there has been a rise in do-it-yourself (DIY) research tools that provide quick feedback to a brand. These tools are affordable and fast, but do not always provide rich feedback from a consumer audience that brands can obtain through more traditional research and community methods.

“All of this fits into a trend of movement toward agile research approach,” said Matt Warta, CEO of GutCheck. “No brand wants to give up quality of insights and it’s essential that insights move at a faster pace,” he added. Warta goes on to explain that there is an emerging trend of a hybrid community model that takes the best elements of traditional communities and DIY tools and provides the following features:

1. Rapid Feedback - The ability for a brand to connect with consumers and find relevant answers to make business decisions in a matter of minutes.

2. Affordable - While traditional communities are priced in the hundreds of thousands of dollars, the new community model is available for just tens of thousands of dollars.

3. Agile - Brands need to work on the fly and be able to choose from DIY or full service options as appropriate for projects that week (and have the ability to change their minds). The new hybrid model takes advantage of DIY capabilities, but pairs them with full-service options whenever clients need them.

4. Easy - At the end of the day, brands need answers without any hurdles to get them. The emerging hybrid community model allows brands to get answers on their timeframes without interrupting busy schedules or deadlines.

Highlights of the informative webinar can be accessed for free at: http://gutcheckit.com/about/events-and-webinars/online-research-communities-for-rapid-consumer-insights

About GutCheck
Providing Brands Rapid Access to Insights
GutCheck helps to keep consumer insights moving at the same speed as business decisions. We provide an On-Demand Community that allows brands to access single respondents or a group of respondents and gain rich, authentic feedback in a moment’s notice so they can make informed business decisions.

Our agile platform is used in all stages of product and communication cycles, so a brand can rapidly explore a new audience or segment, test brand communications and product concepts with their buyers, and discover intelligence about their competition.

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Merredith Branscombe
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