The presence of market research online communities (or MROCs) has shown steady growth over recent years. Like most technology-based solutions, adoption takes time.

Gartner, the leading research and advisory company. claim that ‘70% of online communities fail’. When Googling, you keep finding this claim has everywhere – it just seems to have proliferated. But, is it fair? We question this…

At conferences, I’ve heard speakers say that you must have an online community – a MROC, market research online community, as they are often called. That’s fine, but there’s no point trying to build an online community if it doesn’t achieve its objective or fails.

To be a good researcher you need to be objective, so please forgive me for looking at the question of how a respondent feels about taking part in an online community instead of a face to face focus group from my point of view. There are several things that make online communities (or MROCs as they are known) far more attractive to me.

As the times change and technologies evolve, it is important that all industries and professions adapt to stay relevant. That of course includes market research. Nowadays, social listening and analytics is (or at least should be) an integral part of market research and customer insights…