In MROC, we are the researchers, they are the participants. What would happen if we were to bring down these walls and turn participants into researchers? Our recent case studies demonstrate that community participants are not only perfectly capable of taking on the role as co-researchers, it’s also a way to close cultural, generational and knowledge gaps. By placing participants in the role of co-researcher, we can analyze a research question from multiple perspectives.

Without introducing the official role of a “co-moderator” we already see some members start behaving as moderators by asking questions or raising general issues. Of the 15 more recent communities we have set up, this moderator behavior is visible in the “off-topic rooms” of 12 of them. (Off-topic rooms are areas on the community where members can start their own discussion and talk about anything they want. This moderator behavior is observed when members start new topics with question(s) about the brand/topic of the research, to trigger a new discussion and ultimately to contribute to the end goal of the research community. These are questions that are new to the research and that clients and researchers have not asked. For example, in a recent community about coffee, one member started a discussion on reasons why we drink coffee:

We have been talking about drinking coffee for a few weeks now and I think it’s not only just because it’s tasty, comforting, energizing, etc. For me, I think it’s a peace of mind. I used to work on a farm. Around 10 a.m., everyone came to the kitchen for a break and we drank coffee together. There was then some talking, and when the coffee was finished, everyone went back to work. Sitting down and having a break was only done if there was coffee! So, coffee is about having a break and relaxing. Do you agree? What are your reasons for drinking coffee?
This natural moderator behavior already shows there’s potential for empowering participants to be part of the research team and become actual co-moderators. There are various ways to introduce co-moderators into the community. We have identified two types of co moderator: by role and by mission.

Questions 

1. Is it a good idea to let members of a MROC play the role of marketing researchers? Why or why not?

2. Are MROCs a substitute for online focus groups and/or IDIs? Why or why not?

3. Should all companies be using MROCs? If no, which types should not?