In the world of market research, leveraging the right tools and communities is essential for gathering valuable insights. One such tool is the Market Research Online Community (MROC). This blog will explain what a MROC is, how it differs from an online panel, and its benefits for market research.
What is a MROC?
A Market Research Online Community (MROC) is a group of pre-qualified and interested participants who share a commonality or expertise in a specific field.
These online communities are accessible at any time for marketing research needs and are regularly utilized throughout the year by companies or research firms for various qualitative and short quantitative studies. MROC members are seen as experts in their field, providing in-depth and insightful data.
Key Characteristics of MROCs include:
- Pre-Qualified Participants: Members are selected based on specific criteria, ensuring they have relevant expertise or common interests.
- Ongoing Engagement: Unlike one-time surveys, MROCs involve continuous interaction with participants, leading to deeper insights.
- Qualitative and Quantitative Research: MROCs are used for both qualitative studies (e.g., discussions, feedback sessions) and short quantitative surveys.
- Expertise and Insight: Members are considered experts in their field, making their input highly valuable for research purposes.
MROC vs. Online Panel: Key Differences
Market Research Online Community (MROC)
- Specific Expertise: Members share a specific expertise or commonality.
- Continuous Engagement: Participants are regularly engaged throughout the year.
- Depth of Insight: Provides in-depth and insightful data due to the expertise of members.
Online Panel
- General Population: Typically includes a broad range of participants, such as general consumers or business decision-makers across various industries.
- One-Time Engagement: Participants may only be engaged for single surveys or studies.
- Broader Insights: Provides a wider range of data but may lack the depth of insight found in MROCs.
Examples of MROCs
- Software Users: Heavy users of a specific software product can form a MROC to provide feedback on usability, features, and improvements.
- Industry-Specific Engineers: Engineers working in a particular industry can offer specialized insights and feedback on industry-related topics.
- Educational Professionals: Enrollment directors at colleges and universities can form a MROC to discuss trends, challenges, and best practices in student recruitment and retention.
Benefits of Using MROCs
1. Richer Insights
MROC members, being experts or highly interested individuals, provide richer and more nuanced insights compared to general survey respondents. Their in-depth knowledge and experience allow for more detailed feedback.
2. Cost-Effective
By having a pre-qualified group of participants, companies save time and resources on recruiting new respondents for each study. The ongoing engagement also means that data can be collected more quickly and efficiently.
3. Increased Engagement
Continuous interaction with participants fosters a sense of community and loyalty, leading to higher levels of engagement and more reliable data over time.
4. Flexibility
MROCs offer flexibility in research methodologies. They can be used for quick polls, in-depth discussions, product testing, and more, allowing companies to adapt their research approach based on specific needs.
How to Build and Maintain a Successful MROC
1. Define Clear Objectives
Before creating a MROC, it's essential to define clear research objectives. Understanding what you aim to achieve helps in selecting the right participants and designing appropriate engagement strategies.
2. Recruit the Right Participants
Select participants who meet the specific criteria relevant to your research goals. This ensures the quality and relevance of the insights gathered.
3. Foster Engagement
Keep participants engaged with regular updates, interactive activities, and incentives. Building a sense of community encourages active participation and long-term commitment.
4. Use a Mix of Research Methods
Utilize a variety of research methods, such as surveys, discussion forums, and live chats, to gather comprehensive data. This approach helps in capturing different perspectives and types of insights.
5. Analyze and Act on Insights
Regularly analyze the data collected from the MROC and use the insights to inform business decisions. Sharing the impact of participants' contributions can also enhance their engagement and motivation.
Contact Us to Leverage MROCs for Your Market Research
At Drive Research, we specialize in building and maintaining Market Research Online Communities tailored to your specific needs. Contact us today to learn how we can help you gain deeper insights and drive your business forward.
- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040
George Kuhn
George is the Owner & President of Drive Research. He has consulted for hundreds of regional, national, and global organizations over the past 15 years. He is a CX-certified VoC professional with a focus on innovation and new product management.
Learn more about George, here.
