Time and time again, organizations assume that community member research is duplicative, cumbersome, risky, or incapable of yielding meaningful results. They simply move ahead with their communities and “iterate” as they go.
The results of not performing community member research? Mediocre, copycat brand communities that fail to deliver on employee or customer expectations.
But, brands can avoid this. They can use insights, advice, and qualitative data about community members to build successful, promising communities.


In today's episode, Carrie Melissa Jones shares the importance of undertaking research whether you are preparing to launch your community or are planning a strategic pivot, and how it can impact cross-organizational value.


The Building Brand Communities Book
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