Summary
The market research online community (MROC) industry has been evolving; new tools to gain qualitative customer insight have emerged, along with different views on the right approach to community size, engagement length, research process ownership, and mixed methodologies. Customer insights professionals who are considering adding an online community to their research portfolio need to understand which elements are relevant for their research needs and how different MROC vendors deliver on these criteria. This report outlines the elements that drive community success, the different options available when selecting an MROC vendor, and the choices that customer insights professionals need to make in order to build and maintain a successful online community.
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