Two newer forms of market research are Online Communities and Social Listening studies. While they are entirely different techniques, they do collect similar types of data – mostly, that is, significant amounts of text. Let’s start by defining what each of these techniques covers.
Definitions of these types of research
An online community (often called MROC, market research online community) is typically a group of people in a closed network that can communicate through an online communities platform.
The community usually has a moderator who will lead or guide conversations, exercises, polls around a given topic, brand or subject matter. The community may exist for days, weeks or months and offers participants a chance to share opinions and media, such as images or videos.