Insight Generation with Marketing Research Online Communities (MROCs)

摘要

Generating timely insights in dynamic and competitive industries is very challenging and expensive. Recent advances in online technology have enabled marketers to facilitate rapid and ongoing insight generation using marketing research online communities (MROCs). This article reviews what the author knows about MROCs, and highlights the challenges and benefits of using MROCs as part of a firm's insight strategy. Furthermore, this article examines multiple MROCs and provides implications for managers. The versatility and cost savings these communities offer relative to alternative methods make it likely that they will remain an important issue for marketers and researchers for many years to come.