Online community market research agency

Qualitative market research agency

A market research online community (MROC) is a group of research participants that is set up for the purpose of conducting ad hoc or longitudinal research. Research with the community is usually conducted via an online bulletin board (OBB) platform, and an MROC can be thought of as a longer term version of an OBB. MROCs allow brands to tap into consumer insights on an ongoing basis, fostering a deeper understanding of preferences, behaviours, and emerging trends through sustained interaction over a period of months or even years.

Get in touch

Market Research Online Community Qualitative Research

What is the purpose of an MROC?

MROCs are typically set up by clients who want to conduct regular research with their customers or potential customers. Building a community of willing participants in advance reduces the lead time required to conduct market research and can prove more cost effective over time than recruiting participants project by project. Once the MROC is set up, it can be used to conduct many different types of research from quick polls to OBB projects and focus groups.

How do we deliver MROC projects?

FieldworkHub recruits participants for MROCs in the same way that we recruit for OBBs, by screening them according to the client’s requirements and speaking to each participant individually to check their suitability. Over time, the number of active participants in an MROC tends to decline so we provide a service to replace lapsed respondents on a monthly or quarterly basis as required.

Market research online community (MROC) clients

UK MROC research

FieldworkHub is one of the UK’s leading MROC research agencies, and our team has successfully completed a large number of online community projects in the UK. We can recruit and manage participants for your existing online community, or we can assist you with setting up a brand new MROC, guiding you through the whole MROC research process from recruitment and community management, to task management and incentive handling.

UK MROC study on remittances to Africa and South Asia

International money transfers. Glass globe standing on banknotes from different countries

A South African payment platform wanted to talk to consumers in the UK who regularly send remittances to Africa and South Asia about the features that they expect and need from cash remittance platforms, as well as any frustrations they might face while using existing platforms.

Number of UK participants:

12

Research countries:

Research audience:

Research industry focus:

View Study

International MROC research

As a leading international MROC research agency, we deliver B2B and B2C studies across North America, Europe, Asia, South America, Africa, and Australasia. Our MROC fieldwork services include research planning, participant recruitment and community management, moderation, translation services, data analysis, and reporting.

International MROC study with mental health, disease and climate change experts

Young people on a climate protest march carrying placards and shouting

A leading health research charitable foundation that focuses on tackling issues such as climate change, infectious diseases and mental health, commissioned FieldworkHub to help them run a 10-month online community that would draw together professionals, students and campaigners from Brussels, Belgium, working in each of these three areas. The client’s objective was to learn more about this audience, and for respondents to help shape the future programmes and campaigns of the client’s foundation.

Number of international participants:

10

Research countries:

Research audience:

Research industry focus:

View Study

What are the different types of market research online community (MROC)?

Customer MROCs

Long-term communities established by brands to engage with their customers continuously and obtain continuous feedback.

Competitor MROCs

Communities established to gain insights from potential customers rather than current customers, for example to learn what a brand should do differently to win them over.

Customer advisory panels

Communities of customers who provide regular feedback on products, services, and marketing strategies, helping companies align their offerings with customer needs.

Innovation MROCs

Focused on co-creation and idea generation, these communities involve participants in the development of new products, services, or marketing concepts.

Support MROCs

Designed to gather insights on customer support and service experiences, support MROCs help companies improve their customer service strategies.

Segment-specific communities

Targeted at specific customer segments (e.g. millennials, parents, tech enthusiasts), these communities gather insights relating to the needs of particular groups.

What are the benefits MROCs for B2B businesses?

In B2B market research, MROCs provide continuous, in-depth engagement with industry professionals, offering valuable insights into business needs, trends, and pain points. They enable real-time feedback, foster collaboration, and support innovation. This method enhances product development, refines marketing strategies, and strengthens business relationships.

What are benefits MROCs for consumer brands?

In B2C market research, MROCs offer ongoing, interactive engagement with consumers, providing deep insights into their behaviours, preferences, and needs. They foster community, generate real-time feedback, and uncover trends. This method enhances product development, refines marketing strategies, and builds strong brand loyalty through continuous consumer interaction.

Key benefits of MROC studies?

Foster community engagement

Capture ongoing feedback

Track member interactions

Encourage in-depth discussions

Facilitate idea generation

Monitor evolving trends

Gain longitudinal insights

Analyse community dynamics

MROC market research FAQ

How are participants recruited for MROCs?

MROC participants can be recruited through social media, email, and online ads; or if you are setting up a MROC for your customers, it may be possible to recruit them using a customer list. To encourage people to sign up, you may wish to consider offering some form of reward for joining, or for completing an initial onboarding questionnaire.

What are some best practices for managing MROCs?

To run an effective MROC, you need to engage with your members on a regular basis, vary the types of assignments that are offered to your community and ensure that incentives are paid promptly when assignments are completed (note that MRS guidelines state that incentives should not take the form of client goods or services, or vouchers to purchase client goods or services). It’s also important to maintain the size of an MROC by replacing lapsed participant on a regular basis.

How do online communities benefit market research?

MROCs can provide real-time insights into customer preferences. They can reduce research costs, and enhance participant engagement due to proactive and engaged research participants. They provide platforms for in-depth qualitative and quantitative research, enabling businesses to quickly adapt to market trends and changes in consumer behaviour.

Thanks to you and your team for getting everyone set up tonight and making sure the groups ran smoothly.

Tori

Senior Director, Government/Public Affairs Agency

Get in touch with FieldworkHub

Expert recruitment, Exceptional insights

FieldworkHub is an agile, knowledgeable market research fieldwork agency providing high-quality focus group recruitment as part of our full range of qualitative and quantitative fieldwork services.

Contact Us

© 2025 FieldworkHub Ltd
Registered in England & Wales No. 11280297
Registered office: 1st Floor, Radius House, 51 Clarendon Road, Watford WD17 1HP
Registered with the UK Information Commissioner's Office ref ZA347994
® The FieldworkHub logo is a registered trademark

Respondent Personal Information Policy Website Privacy Policy Disclaimer