Online Communities Are Key to Understanding Your Audience

Platforms like Reddit foster the two-way engagement necessary as first-party data becomes more important

Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today’s column from Reddit’s Timo Pelz examines two case studies where brands converted online community engagement into successful campaigns and product launches. Below, in his own words, he says virtual spaces can be a wellspring for consumer insights.