Why Read This
More and more companies are adding a market research online community (MROC) to their research mix. But to make community research a valuable addition to the company, consumer market research professionals need to master tactics they are less familiar with. Not only are they responsible for running the community and analyzing the results, but they also have to
continually prove the community's value to internal stakeholders. To succeed, they have to manage the following three elements: 1) measure the community value; 2) garner executive support; and 3) develop a partnership with the vendor. If researchers manage all three elements properly, community insights will elevate the position of the research department within the organization.