Download - Engaging Online Market Research Communities
Engaging Online Market Research CommunitiesApplying your skills as a qualitative practitioner to develop engaging online market research communities (MROC)
Presented by:
Jim Longo VP Marketing & Client Development Itracks
Engaging Online M
arket Research Comm
unitiesMROCs and Moderators
Image Source: SpychResearch.com
Engaging Online M
arket Research Comm
unitiesMROCs and Moderators
Engaging Online M
arket Research Comm
unitiesObjective – The Big Question
1. Used to understand more about customers2. Can have multiple objectives3. Can use a variety of methods to gain insights
Engaging Online M
arket Research Comm
unitiesMROCs Allow You To
- Have an ongoing conversation with your customers or targeted group- Quickly find answers to questions without having to wait days/weeks for results- Involve more of the research or brand team as be a part of the process.
Engaging Online M
arket Research Comm
unitiesMROC an Example
Engaging Online M
arket Research Comm
unitiesMROC an Example
Engaging Online M
arket Research Comm
unitiesMROC an Example
Engaging Online M
arket Research Comm
unitiesMROC an Example
Engaging Online M
arket Research Comm
unitiesTake Action
Engaging Online M
arket Research Comm
unitiesSuccessful MROCs
1. More extroverted2. More creative and open-minded3. Problem solvers, not problem seekers4. Use Social media in their daily life5. More likely to create content in SM 6. More accountable
A successful MROC will have members who are
Engaging Online M
arket Research Comm
unitiesEngagement
1. Take Time– Plan about 15-20 hours per week for
community management
2. Acknowledge– Personal responses are better
3. Share– Reinforcement
Engaging Online M
arket Research Comm
unitiesMember Interaction
• You learn more about your members and their lives• Members form bonds with each other and the brand • Unmet needs begin to surface• Innovation begins
Engaging Online M
arket Research Comm
unitiesLead by Example
Take the lead- Write about yourself- Upload photos - Pull in content from other sources
Engaging Online M
arket Research Comm
unitiesChallenge Your Members
• Assign tasks or homework• Break members up into teams for discussions, tasks or to problem solve
Daunting, artist unknown.
Engaging Online M
arket Research Comm
unitiesBalance
• Encourage sharing and listen to what the members want to talk about
• Mix up targeted activities
- Short polls
- BBFGs/OLFGs
- Media uploads
- Discussions
- Contests
Engaging Online M
arket Research Comm
unitiesConclusion
• MROCs incorporate research tools with SM in a private environment
• People enjoy participating when they are acknowledged
• Sharing results of the research with members reinforces participation
• MROCs can save your client time and money
• MROCs are another opportunity for Qualitative Researchers
Thank You