How to sell market research online communities to your boss
Some say traditional workplaces are dying – their “one size fits all policies” are no longer relevant. The world is evolving at a rapid pace and companies need to keep up if they want to survive. If you work in a traditional market research workplace and want to switch things up by using market research online communities, selling it to the big guys doesn’t have to be a daunting process. Sure, you have little control over your boss, but you can have influence if you know how to sell it. Not sure how to get started?
These points might convince your boss to use MROCs rather than traditional focus groups.
All companies want to save money or find cost-effective ways of doing things. In traditional focus groups, participants and organisers have to travel to a central location, which means you have to deal with all the associated travel costs and logistics. You have to consider things like venue hire, catering, and plane tickets if you want them flown in. By using MROCs, you can save thousands in travel costs, and it makes it easier for participants to join too. Dewalt, a leading manufacturer of power tools, reported that they saved nearly $6 million in research costs since launching their insight community.
It’s time-efficient and convenient
Market research online communities are efficient and allow for flexibility. Focus groups take up A LOT of time – a luxury few of us can afford. Focus groups can also be a logistical nightmare, as clients from all over the world want to view it – which isn’t always possible. You generally have to wait for everyone to get to the same place, especially clients who wish to attend from other markets.
Imagine waiting days for feedback when you can get it almost immediately. Unlike traditional focus groups, MROCs give you instant access to customer insights – which is very helpful in situations where immediate feedback is needed. In-the-moment feedback can often be the most accurate, allowing you to make informed decisions in no time and advance your business objectives.
Using market research online communities means you can track your participants for a longer period and monitor their behavioural patterns. Having a community that lasts more than a few days will allow respondents to connect with each other – making them feel more comfortable – which will result in richer insights. In essence, it’s important to build relationships with participants if you want to see a success.
If participants are bored, they’re going to answer questions with a humdrum attitude and will want to wrap things up as quickly as possible. An online research community makes it easy to keep content fresh and interesting. You can incorporate visuals into the process and have a variety of activities – like videos, diaries, and blogging. Basically, any form of game or activity that encourages participation and creative thinking will keep them engaged.
It’s a mobile world
Almost everyone is online these days – your parents, your grandparents, your 5-year old nephew, and millennials, of course. According to Smart Insights, 80% of internet users own a smartphone. Digital natives and millennials are constantly on-the-go, so it’s easier to engage with them via their mobile devices. Millennials and digital natives comprise a large part of the population and have extensive buying power – so make sure you go mobile if you want to reach this demographic.
Recommend the right software
There are several types of software out there that can help you run a market research online community, but it’s not a one-size-fits-all situation. If you want your market research online communities to be successful, you need a reliable and effective software provider. Do your research and recommend a software that fits your specific needs. User experience, functionality, cost, customisation, and synchronicity are all factors that should be taken into consideration.
According to Vision Critical, 77% of companies believe that online communities improve brand exposure, awareness and credibility. Market research online communities have measurable, proven ROI – and they’re clearly a better choice for market research projects. It will help you increase engagement, save time and money, and gain complex in-depth insights.
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