What is an MROC?
A market research online community is a group of participants engaging in qualitative research via a completely secure market research technology platform – it’s a unique, modern way of conducting research that competes with more traditional methods. Using this channel can provide a rich insight into your customers’ minds and generate qualitative results in an efficient and cost-effective way. They allow you to access customers anywhere, anytime – and because they can fit in around respondents’ busy lives, they often have higher response rates than traditional, more restrictive methods.
Why use a research community?
Firstly, they deliver instant access to targeted customer insights, empowering brands to make quick and informed decisions. By giving your customers a voice, you can understand their opinions and access results in real time for a faster route to market for new products and services.
One of the best things is that you can make live changes to the research design, adapting questions as you go for a more organic research process. This enables you to ask the right questions at the right time, which can be more difficult with traditional focus groups or telephone interviews.
Online communities allow you to track your customers for longer. By monitoring how behaviours, opinions and trends change over time you can ensure you are gathering fresh, up-to-date content, constantly – meaning you always have your finger on the pulse when it comes to customers’ ever-changing views.
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