It stands for market research online communities. These are bespoke online communities set up for clients by market research companies to listen and converse with consumers.

While relatively unknown of in Australia, M.R.O.C’s have been around for a while in the UK. Unlike branded online communities that are managed internally, M.R.O.C’s are managed for the clients with specific objectives in mind. Communities can run anywhere from a few days, to weeks, and even on an ongoing basis.

The benefit of this form of market research is its quick turn-around time, ability to build brand advocates (for long term projects) and gain participation without geographic boundaries. Plus consumers can help shape some of the research (more active, less passive) and it provides the ability for clients to dip in/out of the community for advice on new product development, ad testing, comms testing and more.

Marketing has recently come of age with an increased focus on consumer empowerment and the social media platform that drives it. Today’s market is also harnessing new platforms to help shape market research insights and give the consumer an even bigger say.