James Turner talks MROCs with Research Live
14/10/2009Is there such a thing as a 'market research online community', or 'MROC', as Forrester has taken to calling them? Verve's Mike Hall doesn't think so: "You can have a community and only use it for research, [but] that still doesn't make it a research community. It's an online branded community you've chosen to use for research." When Research's Robert Bain put this to James Turner, Head of Research Communities and Panels at FreshMinds Research, he emphasised client variations - those wanting communities for research generally differ from those seeking to build or market their brand. So while there might be no such thing as an MROC in principle, in practice it's a handy term.