Trends Report

Will Web 2.0 Transform Market Research?

Yes — But High Cost Will Mean That Firms With Big Budgets Lead

April 24th, 2008
Brad Bortner, null
Brad Bortner
With contributors:
Heidi Shey , Madiha Ashour , Ellen Daley

Summary

Market research online communities (MROCs) will shock the qualitative market research world. They provide cheaper, faster, and newer types of insights that today's traditional qualitative research modes, such as focus groups, don't currently provide. Today, many still confuse MROCs — dedicated online communities for qualitative market research purposes — with other online communities used for social networking or online panels used for quantitative research. Despite the confusion, MROCs are fundamentally changing the cost structure of qualitative research from a variable-cost, per-project basis to a fixed-cost "all you can eat" basis — while supporting research approaches that range from using focus groups, harvesting unmoderated conversations, and conducting ethnographic research. Use the tools that we provide in this document to assess your firm's readiness, and use our quick-start guide to kick off your MROC.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.