Vive La Différence: Understanding, Embracing and Evolving MROCs Globally

Paul Child, Kate Fleming, Richard Shaw and Tom Skilbeck

What does the new age of listening mean in different parts of the world? This session will contextualise market research online communities (MROCs) within local cultures of social media and research and seek to highlight best practice and potential risks and tips for success.

Vive La Différence: Understanding, Embracing and Evolving MROCs Globally

Paul Child

Kate Fleming

Richard Shaw

Tom Skilbeck

INTRODUCTION

The continued and growing popularity of Market Research Online Communities (MROCs) have made them the 'cause célèbre' of recent conferences, papers, articles and blog posts.1) This is not surprising given the fact that while market research in 2009 shrunk by 10%, MROCs was one of the few areas of growth – increasing in size by 10%.2)

In many respects all MROCs are united by a set of common purposes and objectives but also by a common set...

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