Our industry has embraced MROCS as a new tool. Whereas most researchers still celebrate the richness this phenomenon offers, others are already pushing the "cost-efficiency" button to squeeze in as many projects as possible. Already we have seen MROCs where this scenario became reality: response wears out and members drop out faster than new members can be recruited. This way we exploit communities the same way as telephone interviews and online access panels. A new promising methodology becomes exhausted before it even gets the chance to shine. This session presents a new approach in recruitment and differentiated moderation with the 5F-model, proving how communities generate more interaction and more insights with less investment. Just by pushing other buttons we create a sustainable future for MROCS.
Our industry has embraced MROCS as a new tool. Whereas most researchers still celebrate the richness this phenomenon offers, others are already pushing the "cost-efficiency" button to squeeze in as many projects as possible. Already we have seen MROCs where this scenario became reality: response wears out and members drop out faster than new members can be recruited. This way we exploit communities the same way as telephone interviews and online access panels. A new promising methodology becomes exhausted before it even gets the chance to shine. This session presents a new approach in recruitment and differentiated moderation with the 5F-model, proving how communities generate more interaction and more insights with less investment. Just by pushing other buttons we create a sustainable future for MROCS.
In the last few years, organisations have realised the potential that social media offers as a way of communicating their messages and helping to deliver their marketing strategies. equally, we as researchers have been focused on the potential of social media as a new source of information to understand consumer behaviour. This has prompted the development of automated 'social media analysers' which can monitor volume, reach and sentiment of what's being said on Facebook, twitter, etc. in this presentation, Blauw demonstrates that the measurement of these KPis is not only insufficient but can lead to erroneous conclusions. Blauw demonstrates that traditional analysis techniques are essential if meaningful and actionable conclusions are going to come from the analysis of social media content.