Modern "Social" Online Qualitative Research

Marketing research online communities (MROCs) are among the new breed of tools that can complement the traditional focus group. This session explores how researchers can extend their scope of practice by integrating established techniques with new methods that rely on online community environments.

Presentation by Simon Chen, Senior Consultant at Ramius Corporation & Sylvie-Catherine Croteau, Vice President at Ad Hoc Research.

Marketing research online communities (MROCs) are among the new breed of tools that can complement the traditional focus group. This session explores how researchers can extend their scope of practice by integrating established techniques with new methods that rely on online community environments. It will feature a case study of an established national food retailer in Canada with the following research objectives:

• Determine the reasons that led some customers to reduce their purchases in favor of the competition
• Identify the categories of products currently being purchased at the competition
• Track the evolution of participants’ shopping habits with the competition
• Assess the competition in terms of overall perceptions, fresh produce perceptions, customer service and overall prices
• Cocreation: Elicit shoppers’ input to generate ideas which would bring them back from the competition

This content was provided by Ad Hoc Research. Learn more at www.adhoc-research.com.