My colleague Lindsey Colella and I attended the Vision Critical Summit in New York this week and were inspired by how market insights professionals are truly embracing the value of market research online communities (MROCs). Among the emerging and innovative methodologies, this is the one that we are seeing gaining significant traction: The Greenbook Research Industry Trends (GRIT) Report shows that this is the top emerging methodology used by client-side researchers — with 36% currently leveraging it.
What did we learn at the event? In addition to reinforcing MROC best-practice tips like closing the loop with panelists and incentivizing in a relevant way, which Lindsey recently wrote about in her report “Best Practices For Managing A Market Research Online Community,” the following best practices and examples caught our attention:
· Internal marketing is critical. Market insights professionals need to “sell” the value of MROCs to various business units across the organization. One electronics retailer did that by hosting monthly meetings in which the MI team presented all the research collected in the MROC to the cross-function business leaders.