If you’re thinking about implementing new offers, programs, events, or making large changes, begin with active insights so your community members can tell you exactly what they think about the idea.

Active insights primarily gauge reactions to ideas and can be a faster way to get insights — enough so you know if it’s worth investing in more research on a specific offer or prototyping a product.

The downside of active insights is that they only go so far. Just because your members don’t ask for something directly doesn’t mean they don’t need or want it.

Passive insights are the real magic of an online community. There are three types of passive insights:

  • Demographic data, such as ages, location, jobs, and more
  • Behavioral data that encompasses everything that your community members interact with in the community, such as blog views, search history, forum posts, and peer networking
  • Transactional data, from past purchases to subscription tier to returns and coupons used

It’s one way to listen to your members without asking them directly.

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Higher Logic uses more data to provide relevant, personalized content based on user roles, interests, and even the actions they take. Unlike other community solutions, Higher Logic’s integrations with your member or customer database gives you a 360-degree view of your members.