Where Do We Go From Here? Addressing important questions about MROCs
Marketing research online communities (or MROCs as they’ve come to be called) have reached the point where they should be viewed as a permanent option in the marketing research playbook. No longer a “disruptive innovation,” the basic methodology has proven sound for both marketers and researchers across multiple consumer facing industries. As with any widely-adopted approach, MROCs continue to evolve. It seems that every time a question is answered, a new one appears. And rightly so. The expectations are higher than ever for what MROCs can, and should, be able to achieve.