In previous blogs, we have discussed a background into online research communities (MROC’s) as well as learning how to leverage them to improve business decision making. However, as this innovative research technique becomes mainstream, it is essential that companies know how to build an effective online research community.
As the world becomes more connected, customer-centricity must be built into the fabric of the organisation. Communication with your customers should be an everyday exercise, rather than a quarterly research report delivered to employees via email. Online communities provide this link to target customers for any type of research you may need to carry out on a day-to-day basis.
So, how do you build one that fits your needs? Well, you need to start by answering the following questions:
Once you have decided on these key areas, you can begin to build an effective community that best fits your needs as an organisation. However, according to the Market Research Society, there are certain pitfalls that must be avoided to achieve long-term success with this research method:
In the 2017 GRIT Report, 60% of the world’s leading brands had an online insight community. There was market penetration of 82% by 2018, meaning online research communities have escaped their ‘niche’ title in favour of being a ‘mainstream’ methodology employed by almost every company around the world.
The future will demand more of these communities. According to the MRS, the three key challenges in the coming years will be around integration with other forms of customer data, obtaining on-demand/real-time insight and the agility required from new technologies to meet research demand.
If these challenges can be met, customer-centricity will be an achievable feat for any consumer-facing brand looking to improve business decision making or increase their likelihood of success.
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