Summary
Several market research online community (MROC) providers and client-side researchers are pushing the envelope with their communities and panels, using them as a platform for testing emerging research methodologies. However, proper execution of these studies is critical to ensure optimal insights as well as continued and lively participation from community members. Forrester recently conducted an innovation study tracking the mobile behaviors of a subset of our online community members. In this report, we share best practices around opt-in rates, respondent experience, and process optimization that contribute to the success (or failure) of conducting such a study within an MROC. Forrester reviews each of these factors and shares recommendations for optimal execution.
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