My question to my readers is this: are MROCs the next big thing in market research, and will they eventually take measurable share form traditional qualitative research?
It is an old story.
A new mode of research comes along, and the existing research world gives it a giant raspberry.
It happened when phone pushed out face-to-face interviews for quant in the US in the 70's (What about selection bias! It can't possibly be as projectable!). It happened in the late 90's and early 2000's with online panels (What about selection bias?! What about professional survey takers?! What about response bias and poorly constructed panels?!).
Today’s news that Sony’s Vaio-brand computers are coming installed with the Google Web browser Chrome for users in the U.S. and Europe provides immediate legitimacy. The computers will also have Microsoft’s IE8 installed, but it makes Sony the first PC maker to sell computers with Chrome pre-installed. This opens the door for Google to rapidly boost consumer market share for its browser and signals that: