Aren’t online ad hoc tools a cheaper option?
Yes, just as walking is a cheaper option than driving a car, ad hoc tools are cheaper but different. The key to an insight community includes: the way it is recruited, the way it is managed, and the blend of surveys, discussions and feedback. You also gain insights over time, have deep and rich profiles on the members, and build brand engagement over time. Ad hoc survey tools don’t offer that, but they are cheap.