MROCAn MROC is where innovation and market research join forces. It’s a relatively new approach that is gaining popularity across all sectors of the market. The MROC is comprised of a social network of consumers who participate in qualitative research.  The research they conduct often makes breakthroughs that more traditional research is unable to promise. Here are 4 things that every MROC should have:

 

 

 

Let the MROC People Speak

When someone says “market research” we tend to imagine pages of Likert scales with no end in sight.

     On a scale of 1 to 5, with 1 being “almost always true” and 5 being “almost never true”…zzzz.

Consumers who are forced to answer 50 of those in a row are apt to lose interest and over time give less accurate responses. It’s called survey fatigue and it can lead to some very unsound science. Qualitative research lends itself to more descriptive responses and reveals the behavior and perceptions of the population you’re studying. This “touchy/feely” approach to science provides more insight that is rich in subjective feedback. Subjectivity is critical when studying the trends of marketing. Traditionally, qualitative research consists of interviews, but the MROC platform is expanding its framework to include puzzles, blogs, and multimedia observations with a smartphone.

Find Your Inner Techie

According to the 2015 GRIT Top 50 Most Innovative list of market research firms, a tech-driven platform is the one of the top reasons why companies with an MROC are considered “innovative.” A website that is well-designed and curated shows that you place value in the consumer and in your own brand. In a tech-driven world, it also shows that you care about engaging your consumer in the most effective and creative way.

Be Selective About Your MROC

In research, a catch-all study may not give you the refined population you need. Instead, it’s wise to be selective about the members who join your community. You may choose to select a participant based on their loyalty to your brand or because they are your target population. In either scenario, the goal is not to approach every potential consumer, but rather to find a unique population to which you can pose a specific research question. All research has inclusion and exclusion criteria, and yours should be no different.

Provide Contextual Framework

Any research project worth its salt needs a hypothesis. A hypothesis is a specific state of prediction. In qualitative research it is often a research question that you pose to your subject population or consumers. When a scientist sits down to examine a problem, he/she first poses a question. Even the most lay MROC participant can tell when a study is being conducted with no real purpose. Ubiquitous research will not only exhaust your participants, but it will fail to give your project direction.