Insight Networks keep you continuously connected with consumers by capturing the universe of online voices and content. Direct access to consumers’ authentic conversations delivers new insights and deeper understanding.

MarketTools Insight Networks bring together three important sources of insight and inspiration. Use all three methodologies together for a complete consumer connection or choose individual components to meet specific needs.

Internet-wide text analysis – By identifying and analyzing relevant content from over 50 million blogs, message boards and media sites, Markettools’ discovers the key topics consumers are discussing and their overall sentiment and engagement levels.

Online Community Interaction – By building and maintaining online communities, MarketTools gives clients an online environment where they can observe, interact and collaborate with a targeted audience for a deeper understanding of their attitudes, behaviors, preferences and needs. 

Quantitative Survey Research – Through MarketTools’ on-demand survey platform and large consumer panel, clients can qualify trends and validate the potential of new concepts and ideas.

While many Insight Networks are custom-built for a specific client, MarketTools also offers shared Insight Networks that multiple clients can participate in with a subscription. MarketTools' first shared Insight Network is the Moms Insight Network. Read more

Marketers, Researchers, and Brand Managers use Insight Networks for:
	Innovation
	Customer Care
	Market Understanding
	Trend Identification
	Competitive Research
	Brand Tracking and Management

Innovation
Del Monte Foods’ Pet Products Division uses MarketTools’ Insight Networks to identify breakthrough products, distribution channels and marketing strategies for dog owners. By tapping into the collective mind of this target market as they chat about unmet needs and collaborate on innovative solutions, Del Monte integrates the consumer into the ideation process.
Read the Del Monte Case Study.

A Fortune 100 snack food company uses Insight Networks to provide thousands of employees an online forum for anonymously sharing their ideas for new business opportunities. By educating and inspiring employees to think creatively, the company identifies new market opportunities and product concepts for further evaluation and refinement.

Customer Care
A Fortune 100 computer hardware and retail company uses Insight Networks to create a virtual customer advisory council where their customers can continuously share their ideas, concerns, and requests with each other and with the company. Through this forum, the company is able to establish a strong, collaborative relationship with its customers where they become an integral part of the product development process and help the company to build products that better suit their needs.

Market Understanding
A consumer electronics manufacturer wants to sell their existing products into a new market – young females. By using Insight Networks, the company is able to understand this market’s attitudes toward the company’s brands and toward electronics, in general. With an analysis of relevant conversations across the Internet, the company also identifies where and how to reach this new market online. With this useful information, the company is able to reposition and market their products to appeal to the young, female market.  

Trend Identification
A major toy company uses Insight Networks to stay on top of emerging consumer trends that impact kids’ playtime behaviors and affect moms’ toy purchases. Through Internet-wide text analysis and interaction with a community of thousands of moms, the toy company can track and understand the attitudinal shifts that change moms’ and kids’ toy perceptions and purchase behaviors. The company then uses this trend information to identify new product opportunities for concept testing and evaluation.

Competitive Research
A fast food company uses Insight Networks to learn about consumer perceptions toward their competitors’ brands and products. By analyzing Internet content to capture overall consumer sentiment and then drilling down through guided conversations in an online community, the company is able to identify the specific shortcomings and advantages of competitors in order to enhance its own offering. It can then validate new enhancements, products or marketing strategies through quantitative survey research.

Brand Tracking and Management
A major candy manufacturer uses Insight Networks to understand the long-term impact that a recent product recall has on the company’s brand affinity and to understand what the company should do to prevent brand erosion. By tracking their brand across the Internet, the client is able to see how customer sentiment evolves after the recall. Through a custom-built online community of existing customers, the client can communicate openly with customers to let them know the brand is listening to them and cares about their opinions.

For more information about Online Communities and Insight Networks, please contact us for personalized assistance.