Engaging Online Market Research CommunitiesApplying your skills as a qualitative practitioner to develop engaging online market research communities (MROC)

Presented by:

Jim Longo VP Marketing & Client Development Itracks

Engaging Online M

arket Research Comm

unitiesMROCs and Moderators

Image Source: SpychResearch.com

Engaging Online M

arket Research Comm

unitiesMROCs and Moderators

Engaging Online M

arket Research Comm

unitiesObjective – The Big Question

1. Used to understand more about customers2. Can have multiple objectives3. Can use a variety of methods to gain insights

Engaging Online M

arket Research Comm

unitiesMROCs Allow You To

- Have an ongoing conversation with your customers or targeted group- Quickly find answers to questions without having to wait days/weeks for results- Involve more of the research or brand team as be a part of the process.

Engaging Online M

arket Research Comm

unitiesMROC an Example

Engaging Online M

arket Research Comm

unitiesMROC an Example

Engaging Online M

arket Research Comm

unitiesMROC an Example

Engaging Online M

arket Research Comm

unitiesMROC an Example

Engaging Online M

arket Research Comm

unitiesTake Action

Engaging Online M

arket Research Comm

unitiesSuccessful MROCs

1. More extroverted2. More creative and open-minded3. Problem solvers, not problem seekers4. Use Social media in their daily life5. More likely to create content in SM 6. More accountable

A successful MROC will have members who are

Engaging Online M

arket Research Comm

unitiesEngagement

1. Take Time– Plan about 15-20 hours per week for

community management

2. Acknowledge– Personal responses are better

3. Share– Reinforcement

Engaging Online M

arket Research Comm

unitiesMember Interaction

• You learn more about your members and their lives• Members form bonds with each other and the brand • Unmet needs begin to surface• Innovation begins

Engaging Online M

arket Research Comm

unitiesLead by Example

Take the lead- Write about yourself- Upload photos - Pull in content from other sources

Engaging Online M

arket Research Comm

unitiesChallenge Your Members

• Assign tasks or homework• Break members up into teams for discussions, tasks or to problem solve

Daunting, artist unknown.

Engaging Online M

arket Research Comm

unitiesBalance

• Encourage sharing and listen to what the members want to talk about

• Mix up targeted activities

- Short polls

- BBFGs/OLFGs

- Media uploads

- Discussions

- Contests

Engaging Online M

arket Research Comm

unitiesConclusion

• MROCs incorporate research tools with SM in a private environment

• People enjoy participating when they are acknowledged

• Sharing results of the research with members reinforces participation

• MROCs can save your client time and money

• MROCs are another opportunity for Qualitative Researchers

Thank You