Abstract:

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.