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  • Disclosure
    Nobody pays me to write any of the copy on my blog, and should I ever have the good fortune that they do, I will declare it. My main employment is as the owner and principal of The Future Place consultancy. The Future Place provides two key services 1) training and services to industry and academic bodies and 2) consultancy services to companies. The details of the companies I work with are a private matter, but if I blog about any company who has paid The Future Place more than expenses recently (approx. two years) I will mention that they are a client. I hold equity in Virtual Surveys and provide consulting services to them from time to time. I am paid to run courses for a number of trade bodies and over the last few years clients have included ESOMAR, AMSRS, MRS, and MRIA.

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Lauramdavies

Thanks Ray. That makes sense. Many of our Community Panel clients used their panels quantitatively.

Ray Poynter

Hi Laura, you may find this blog post on community panels interesting http://thefutureplace.typepad.com/the_future_place/2011/05/community-panels-are-the-next-big-thing-in-market-research.html

Not everybody agrees on the difference between MROCs and Community Panels, but for me the key issue is whether the client feels they can divert a substantial part of their existing QUANT research to the community then it is a community panel. This tends to mean three things
1) the community is large enough to support quant work
2) the community is representative of a defined part of the customer base
3) The community is not so 'community' that its relationship with the brand is evolving too quickly and becoming too sensitised.

I should also point out that some people (for example Diane Hessan and Tamara Barber) have taken the view that MROCs cannot be short-term, that they need time to develop the trust and relationships that make them work, however others, including a number of vendors and buyers favour short-term MROCs.

Lauramdavies

Hi Ray,

Could you elaborate on the distinction you make in the last section between MROCs and Community Panels? I use these terms interchangeably.

Thanks,
Laura

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