It can let you see into their
homes, their rituals, their
shopping behaviors; wherever
they go, you can go with them
The beauty of
having a research
partner run your
MROC is that they
can provide a more
objective eye and
help you connect
findings from one
study to another
like you are running a camp. If
you ran a camp and asked the
attendees to do the same exact
activity every week, what will
happen? Eventually they will get
bored and stop attending. An
MROC is no different; you must
keep a healthy mix of activities
and topics available for your
members, which means you
absolutely should use a mix of
qualitative
and
quantitative
methodologies.
Switching
between forums or discussion
boards, quick polls, surveys,
mobile activities and online
focus groups will keep members
interested and coming back. This
will also boost the quality of the
feedback you receive! Which
leads me to my next tip…
2)
R:
Remember
Members
Your
In addition to keeping things
fresh
and
new
in
terms
of activities, it is just as
important to make aspects
of the community about your
members. Without them, you
have no community! Outside
of rewarding points/incentives,
you can accomplish this in
simple ways by sending them
newsletters
that
summarize
some of the findings from
previous studies, letting them
know how the research findings
were applied in the real world,
posting topics where they can
talk about themselves and
creating a ‘featured members’
corner where a highly engaged
member can be placed in a
spotlight and celebrated for their
contributions!
3) O: Open Up To The Mobile
World
Everyone has heard it, we’ve all
read it, but it bears repeating:
tapping into the capabilities of
your members’ smartphones
can be a MAJOR way to bring
your community to life, as well
as dive further into the life and
perceptions of the consumer. It
can let you see into their homes,
their rituals, their shopping
behaviors; wherever they go,
you can go with them. The
members find the exercises to
be empowering because they
can share their actual voice
and persona with you while
illustrating the positives and pain
points of specific product/store/
brand interactions.
4)
C: Create
storyline
an
MROC
The beauty of having a research
partner run your MROC is
that they can provide a more
objective eye and help you
connect findings from one study
to another. We strive to connect
dots from one set of learnings
to another either in the planning
phase of a study and/or on the
back end when developing a