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How the right recruitment can make MROCs immensely more valuable
ONLINE COMMUNITIES OR TOTAL STRANGERS?
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Digital Age Research5 years of building MROC’sPopulated 600 + panels and communities
Zenith Digital Network (Kenz Now)The world’s first survey and affiliate network focused on Ethnic minorities
(Podcaster, film critic, father, amateur chef and even more amateur guitarist)
15+ YEARS EXPERIENCEIN MROC’S AND PANELS
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ONLY AS VALUABLE AS PEOPLE
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5% OF ALL MARKET RESEARCH SPEND = MROC
70% ARE USING OR CONSIDERING USING MROC
Q3- Q 4 Grit Report 2016Esomar Report
SOURCE
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Q3- Q 4 Grit Report 2016SOURCE
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EXPECTATIONVSREALITY
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DO YOU HAVE A COMMUNITY OR AN ACCESS PANEL?
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RESPONSE RATESAKA THE ELEPHANTIN THE ROOM
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WHAT ARE THE CHALLENGES?
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• Case Study 1
THE HOUSE ALWAYS WINS
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• Case Study 2
IF YOU PAY PEANUTS…
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• Case Study 3
“I’M OVER IT”
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3 THINGS TO WATCH OUT FOR IN RECRUITMENT FOR COMMUNITIES
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COMMUNITIES NEEDS NURTURING
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COMMUNITIES SHOULD BE DIVERSE
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COMMUNITIES ARE NOT COMMODITIES