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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.
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