There’s A Lack Of Data On What People Want In Brand Communities
It’s surprisingly difficult to find good data on how people want to engage with brands, in brand/product communities, and the impact these communities have on them.
Over the past few months, we’ve tried to change that.
We recently surveyed 1400+ people from a representative sample of American adults (18+) to answer the questions we’ve been dying to uncover.
You can find the results here:
(to view in full screen – click on the 3 vertical dots above and select ‘enter full screen’).
We wanted to know:
- How do they engage with brands?
- What channels do they use to engage with brands?
- How frequently do they engage with brands?
- How satisfied are they with their brand engagements?
- How do they engage in brand/product communities?
- How often do they participate in online communities related to brands or their products?
- How many brand/product communities do they participate in?
- What channels do they prefer to use to engage with brand communities?
- What factors are most important to them when they engage with brand communities
- What value do they get from it?
- Has participation in brand communities influenced their purchase behavior?
- Has participation in brand communities impacted their decision to continue using a product?
- How often have they resolved a problem in a community instead of contacting support?
We then segmented the results by age, income, and gender to uncover what different segments really want.
I strongly recommend before you build any future community program, you review our latest research report. The results might surprise you.
Aside: I strongly believe great community programs are built on a detailed understanding of your audience’s needs and desires. FeverBee can undertake a full analysis on your behalf and give you specific, actionable steps to improve your community.
