Columinate conducted research on the Market Research Online Community (MROC) methodology to ascertain whether respondents who take part in these online communities enjoy the experience and how engaged respondents are when it comes to taking part in MROCs. The research revealed that respondents find the MROC experience to be engaging, valuable and fun.

Traditionally, research respondents have reported that taking part in research can be boring and that their only motivation for participation is the incentive earned at the end. However, the Market Research Online Community (MROC) offers research respondents an exciting, fun and sociable kind of research opportunity.

A Market Research Online Community is a private online site with social network features that is designed specifically for research purposes. Respondents are invited to take part in discussions and mini-polls, whilst moderators interact with them and moderate respondent feedback.

Columinate conducted research on the MROC methodology by asking 280 respondents who had participated in such a community about their thoughts, perceptions and behaviours regarding MROCs.