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MROC = Market-Research Online Community

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I've been thinking again about Brad Bortner's Forrester independent report, "Will Web 2.0 Transform Market Research?".  Abstract:

Market research online communities (MROCs) will shock the qualitative market research world. They provide cheaper, faster, and newer types of insights that today's traditional qualitative research modes, such as focus groups, don't currently provide. Today, many still confuse MROCs - dedicated online communities for qualitative market research purposes - with other online communities used for social networking or online panels used for quantitative research. Despite the confusion, 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 - while supporting research approaches that range from using focus groups, harvesting unmoderated conversations, and conducting ethnographic research. Use the tools that we provide in this document to assess your firm's readiness, and use our quick-start guide to kick off your MROC.

This white paper provides a great summary of the benefits that corporations and non-profits see from implementing online research communities.  Benefits versus focus groups with faster prioritization and generation of ideas. 

For Brad, MROCs are private online communities used for qualitative research. Here's how I would fit MROCs into my understanding of research communities and panels.

For me, a key point that Brad makes is "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." More on that on Monday [Update: Research Communities as Buffets].