Why Read This
In Forrester's 46-criteria evaluation of six full-service market research online community (MROC) vendors, we found that Communispace and Vision Critical led the pack because of the former's commitment to high customer service and deliverables and the latter's international capabilities and ability to integrate community insights with quantitative projects. Both companies also have very strong management teams with deep market research expertise, as well as technology and marketing roles that will help the companies innovate and grow their MROC practices. The other four vendors were equally varied in their strengths. Passenger excels at infusing a community with the essence of the brand, and MarketTools has robust technology and a platform and methodology that can support both qualitative insights and quantitative testing. Gongos Research has strong market research chops and works with clients in a true partnership. And KL Communications has notable expertise in recruiting hard-to-reach consumers and is innovating with the integration of social networking sites on its communities.