Gartner Research

Create a Customer Community for Continuous Insights

Published: 12 June 2015

ID: G00271568

Analyst(s): Jake Sorofman


Focus groups and customer advisory boards provide useful, yet episodic, insights into strategy and directions. This research discusses how marketing leaders can build and sustain customer communities to create a steady stream of insights to inform ongoing strategies.

Table Of Contents
  • Key Challenges



  • Build Communities With Purpose and for Personas
  • Create Baseline Profiles Based on What You Already Know
  • Survey Progressively, With an Eye Toward Continuous Engagement
  • Close the Loop With Participants
  • Celebrate and Reward Contributions to Activate Advocacy

Case Study

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