Research Communities as Buffets

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Here's the money quote from Brad Bortner's Forrester report, "Will Web 2.0 Transform Market Research?":

MROCs are fundamentally changing the cost structure of qualitative research from a variable-cost, per-project basis to a fixed-cost "all you can eat" basis.

Before online communities, for qualitative research you would typically use focus groups.  Focus groups are like catered events:  elaborate and logistically challenging to pull off.  (And, hey, some focus-group facilities even have great food.)  Now MROCs are like a buffet - all you can eat, whenever you want.  You don't have to plan each trip to the buffet; if you have a hunger for answers to certain questions, go grab an empty plate and fill up with insights.

MROCs transform qualitative research from an expense to an asset.  Where a focus group is temporary, an online community is a permanent resource for your organization. 

Once you try the research-community buffet, you will realize that your organization can satisfy its appetite for market research better than ever before.