What is an online insights community?

A market research online community (MROC) is a cyber-beehive of consumers grouped together on the basis of their ardent devotion to a brand and their willingness to share their thoughts, feelings, and attitudes about that brand and its competitors.  The main purpose that an MROC serves is to provide organizations with real-time market intelligence on an ongoing basis.

MROCs are optimally suited for contemporary society’s predilection for mobile communications and social media interactions as current technology affords individuals the opportunity to connect to others anywhere, anytime.

FAST

Able to keep pace with aggressive marketing calendars, agile web development, etc.

VERSATILE

Able to accommodate any type of research methodology

COST EFFECTIVE

Collect mountains of “big data” at dramatically lower costs

ENGAGING

Community members look forward to sharing opinions and helping drive business decisions

---

Building an online insights community

BRANDED Community

(typically customers) – pricing as low as FREE,
members recruited from myriad sources:

UNBRANDED Community

(customers and/or prospects) – reasonably
priced on a per-recruit basis

---

Ongoing engagement

Applications

Inform actionable decision making across all lines of business in the organization

• Innovation/New Product Development Research, Ideation, Co-creation
  
• Customer Experience Measurement & Assessment
  
• Marketing/Ad/Communications/Brand Testing
  
• Usability Testing of Websites and Mobile Applications
  
• And more...

Methodologies