Creating a sustainable future for MROCs: Preventing the exhaustion of the most promising development of our industry
Anke Bergmans, Jos Vink and Michelle de Laat
Introduction
About ten years ago, the industry witnessed the birth of a new method in market research: online qualitative. Agencies (and software suppliers) developed technical solutions to bring traditional qualitative methods online. In those days we worked with basic online tools: diaries, chats and bulletin boards.1)Although these tools were basic, they provided the opportunity to gather qualitative information within a short period of time. More importantly, respondents participated in...