From Clipboards to Online Research Communities: A Cross-Cultural Review of Respondents' Perceptions

Steve Cierpicki, Cam Davis, Catherine Eddy, Jackie Lorch, Keith Phillips, Ray Poynter, Sue York and Bill Zuo

Online panels are replacing telephone and face-to-face data collection; increasingly MROCs are replacing more established methods of talking to consumers.

From Clipboards to Online Research Communities: A Cross-Cultural Review of Respondents' Perceptions

Steve Cierpicki

Cam Davis

Catherine Eddy

Jackie Lorch

Keith Phillips

Ray Poynter

Sue York

Bill Zuo

INTRODUCTION

Online research communities (also known as MROCs) have become an area of hot interest in market research circles over the last two years and have been described as the fastest growing sector of market research. Amongst the benefits ascribed to Online research communities are phrases such as “authentic voice of the consumer” and “increased engagement” . However, these claimed benefits are usually unsupported by data, raising questions about whether respondents and...

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