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


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 participants really do feel Online research communities are 'better' for them.