What does the new age of listening mean in different parts of the world? This paper will contextualise market research online communities (MROCs) within local cultures of social media and research and seek to highlight best practice and potential risks and tips for success. Drawing on first-hand market knowledge, the authors will discuss case studies from different parts of the world, highlighting lessons based on their commonalities and contrasts, and how these can (and have been) applied in the running of MROCs. They will further examine Diageo's use of and experiences with an MROC. Readers will gain an increased awareness of the differences between MROCs around the globe and an understanding of how recognising and embracing these differences can help increase their value.