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For Customer Insights Professionals

Best Practices For Community Research Success

Successfully Managing MROCs Requires Measurement And Collaboration

November 24, 2009


  • By Tamara Barber
  • with Reineke Reitsma,
  • Cynthia N. Pflaum,
  • Emily Bowen,
  • Jimmy Hall

Why Read This Report

More and more companies are adding a market research online community (MROC) to their research mix. But to make community research a valuable addition to the company, consumer market research professionals need to master tactics they are less familiar with. Not only are they responsible for running the community and analyzing the results, but they also have to continually prove the community's value to internal stakeholders. To succeed, they have to manage the following three elements: 1) measure the community value; 2) garner executive support; and 3) develop a partnership with the vendor. If researchers manage all three elements properly, community insights will elevate the position of the research department within the organization.

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