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Nov
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Written by:
Joel Schmaltz
11/24/2009 11:19 AM
Here at Itracks, we have been selling Market Research Online Communities (MROCs) for just over a year now. We have recently released version 1.5 of our software, which includes updates to our points and profile modules, as well as some added Avatar functionality in the Forum modules.
Some of the big questions our clients have when they are running their first MROC include recruitment, member engagement, participation and what best practices should be employed to be successful. Based on our experience overseeing the service line for Itracks, here is what we’ve have seen that has worked for some of our most successful engagements.
How to ensure your next MROC experience is a successful one:
1. Have clearly defined research objectives that your client has approved before the project starts.
2. Recruitment. Plan to refresh some of your community membership throughout the duration of the project. You will lose some members to attrition and non-participation. Recruit 100 for 50 to show.
3. Set respondent expectations. During the recruitment phase, make clear your expectations and that they must be met in order to receive incentive. Re-iterate their responsibilities and your expectations in the community and in any reminder communications.
4. Have patience. Most MROCs take a little longer than expected to get rolling and need a certain number of engaged participants to get the Consumer to Consumer (C2C) interactions in full swing.
5. Incentive planning is crucial. Depending on the duration of your project and the size, you must pick a good incentive plan. Running targeted research exercises throughout the life of the project with reasonable incentives is a great way to ensure your members stay engaged. Making use of a points system is another great motivator. Community members love to see their point totals go up based on participation. Points can also be used to determine incentive compensation.
6. Time. Be prepared to spend time moderating your MROC, in a 3 month engagement with 100-300 participants, you could spend 5-10 hours per week performing various tasks including probing to encourage C2C interaction, updating your quick polls, and preparing and conducting targeted research opportunities such as surveys, bulletin boards, and iMarkIt exercises.
7. Fresh content. Keeping your content fresh is crucial. You should be looking to engage your community members 1-3 times per week.
8. Community platform knowledge. Learn the tools. Be sure to set aside the time to receive your training sessions before the community project launches.
9. Design. You can use a cookie cutter design for your community site but seriously consider spending a little extra and get a professionally designed site. Your participants and end-client will be much happier with a cleaner or well branded look.
10. Notifications. Keep in touch with your community members so that they know what email “From” address to look out for during recruitment or what phone number will be sending the text messages. Two to three contact points per week are recommended.
11. Share results. Your community members like to see and hear about the results of the studies in which they participate.
12. Client Engagement. Keep your client engaged, not only by sending them updates, information or reports but, instead, by sending them links to the community so that they get in there for themselves to see what’s happening.
13. Reporting. Provide great insights and findings for your clients with actionable results. Make sure they come back for another MROC experience!
14. Plans breaks into the schedule for longer communities or even restart with a fresh group of community members if the break is longer than a week or two.
15. Bigger isn’t always better. Sometimes having too many community members results in information overload. Smaller communities are not only easier to manage; they also allow you a greater opportunity to get to know your community members at an individual level.
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43 comment(s) so far...
Re: Making MROCs Work for You
Great post Joel, I really like #11 Share results.
Derek
By Derek.Sawchuk on
11/25/2009 6:59 AM
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Re: Making MROCs Work for You
Great insight Joel. #15 is important as well to for researchers to keep in mind. The smaller the tribe the more connected people become and therefore free flowing discussions are easily generated amongst members.
By Theresa Sorenson on
11/25/2009 7:23 AM
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Re: Making MROCs Work for You
Nicely done Joel!
I think positioning is huge in a successful community. The "respondents" need to truly feel like "members" rather than just participants in a longitudinal study. If you make the extra effort in creating a relationship with the members and truly engage them from the very beginning, then you will be much more successful in getting them to participate in-full.
By bwsmithee on
11/25/2009 8:35 AM
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Re: Making MROCs Work for You
Assuming a community of about 100 participants, what is the cost to keep it up and running for about 3 months?
By Carol W on
11/25/2009 9:28 AM
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Re: Making MROCs Work for You
Hi Carol!
Your asking a great question about costs. I just need some more information. We have a lot of modules including the Forum, Blog, Opportunities, Quick Polls, and others, each one will affect the overall price of your community. I will have an Itracks Coporate Account Executive contact you do discuss the details.
By Joel Schmaltz on
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