Market Research Online Communities

Market Research Online Communities (MROCs) are comprised of pre-recruited consumers who share a common characteristic and who agree to participate in an extended (1-12 weeks) research project. These private online communities focus on engaging consumers in dynamic conversation and activities using a private social-networking-type platform. During the time members are part of this qualitative research community, they interact with each other and engage in moderator-directed activities that not only shed light on who they are as consumers, but also help clients understand the how’s and why’s of their behaviors.

Communities differ from traditional bulletin board group discussions in that they are often more strategic than tactical in nature, they are longer in duration, and they require members to participate in a greater number of activities and discussions to help them best express their thoughts, feelings and beliefs.

Upon reviewing a client’s business issues and key strategic objectives, Doyle’s skilled moderators design the themes for each week and activities needed for each day of the community.  Members login daily to participate in discussions, activities, video journals, blogs, projective exercises and polls designed to uncover those elusive ah-ha’s and insights into consumers’ worlds in general and their interaction with a client’s product specifically.

These multi-media-intense communities allow clients to immerse themselves in consumers’ worlds and are ideal for helping clients who have…

• several tactical research projects that are part of a broader strategic business plan
• multiple studies that need to be conducted in a relatively short period of time
• a multiple-phase study that requires participants to ideate, evaluate and refine ideas over a period of time
• a need to conduct an extended deprivation/inundation study to identify new product opportunities and benefits.

The learning from MROC’s help clients better understand consumers’ lifestyles, attitudes, behaviors and unmet needs, and help to identify white-space opportunities to advance a brand. Findings are delivered in media rich presentations that not only bring the voice of the customer to life, but provide our clients with rich insights and strategic recommendations.