In 2012, according to Greenbook Research Industry Trends’ Fall 2011 Report, Market Research Online Communities (or MROCs) will see “massive” adoption by research buyers. As traditional sources of insight (focus groups, consumer panels) suffer problems with recruiting, attrition, decreased relevance, and respondent fatigue, more brands are turning to market research online communities to build more intimate relationship with consumers.
Since we pioneered the use of online communities for market research back in 2000, we’ve been fortunate enough to partner with clients to build and facilitate over five hundred communities – that means a lot of stories.
Today, we held a webinar where we reviewed some of the most exciting case studies in market research online communities from 2011. The recording below will review:
How Gilt Groupe – the members-only, luxury shopping flash sale website – used their MROC – populated with 500 core shoppers – to address a thorny challenge for any e-commerce company: shipping costs. The actions they took based on the MROC insights led to a 10% increase in shopping cart conversion and a 5-point increase in their Net Promoter score.
How Kraft Foods used MROCs to co-create a new product with their consumers all the way from pre-launch to line extensions – to support one of the biggest launches in company history.
How Alberto Culver embraced customers’ voices to explore an unmet need in their mission to become the fastest-growing, most respected beauty-care company globally – launching a new product that became the #1 brand in its channel, with retail sales topping $7.7M in its first year.
How Elsevier – a publisher of scientific and medical literature – used their market research online community to make SciVal, a revolutionary research product, more relevant to their customers.
How GlaxoSmithKline moved the needle in an emotional category – weight loss – by using their online community in a number of ways to acknowledge the struggles and successes of Costco members using Alli.
So here it is.
Download our Insights Bundle
To share these – and other – case studies on how today’s most cutting edge brands are using online communities to grow and innovate, download our Insights Bundle, which features 10 MROC case studies from brands like Godiva, Gilt Groupe, and Bank of America.