Online Communities & Market Research #CMAD

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On Air: 04:00 - 05:00 EST (GMT-5)
Monday, January 27th, 2014


Analysing human behaviour is complex. The challenge to discover the link between consumer behaviour and understanding is as prevalent today as it ever has been; can online communities assist organisations and brands in this quest? Jack Ramsay talks to experts within different areas of the ‘Market Research’ industry to discuss their ideas about what outcomes and values can be derived from an online community, and if they can be used to assist in our understanding of ourselves.


Jack RamsayJack Ramsay
Online Community Manager at VisionsLive

Online community manager. Develops strategy and processes that identify opportunity and create growth. Contributes to the success of others. Monitors, leads and facilitates discussions that create and derive value for participants and stakeholders in target spaces.

Connect with Jack on Twitter at @jjrram or on Google+.


Jens CornelissenJens Cornelissen
Managing Director Global Events at Merlien Institute

Jens is heading up the global conference division for Merlien Institute, the leader in marketing research conferences. He has been organising offline events for over 10 years and increasingly uses social media to help connecting his audiences. Jens manages a number of professional communities online.

Connect with Jens on Twitter at @Merlien or on Google+.

Tom De RuyckTom De Ruyck
Head of Consumer Consulting Boards at InSites Consulting

Tom is Head of Consumer Consulting Boards at InSites Consulting (with offices in New York, London, Ghent, Rotterdam & Timisoara) & Adjunct Professor at IESEG School of Management (in Lille, France). He is passionate about social media, online communities, emerging markets and the future of business.

Connect with Tom on Twitter at @tomderuyck or on Google+.

Skylar ElisbergSkylar Elisberg
Masters student at IE Business School

Skylar is a Master in Market Research and Consumer Behavior candidate at Instituto de Empresa Business School in Madrid. The curriculum includes qualitative and quantitative analytics, statistics, marketing and psychology, amongst others. New to the field of Market Research, Skylar is extremely interested in the direction the field is heading as a result of increasing technological advancements and globalization.

Connect with Skylar on Google+.

Robin ShukerRobin Shuker
Director at Exposure Research

Robin is passionate about the new levels of insight that can be achieved through the integrated application of online research tools to create customer conversations; delivering insight that will have a direct business impact. This can include online groups and communities, usability studies, in-store research, film and mobile apps along with employee research (as employees often know best what the customer is thinking).

Connect with Robin on Twitter at @biaresearch or on Google+.

Carly SouthernCarly Southern
Director at CommCulture

Carly has a great interest in people and why they behave as they do. She enjoys being able to apply the knowledge and experience that she has gained over the years to help businesses successfully implement future strategies with the use of both Market Research and IT.

Connect with Carly on Twitter at @CommCulture.

Discussion Questions

  1. What role does market research have in online communities?
  2. MROC – Market Research Online Community; what are they? and what are they used for?
  3. How does an MROC differ from any other kind of online community?
  4. What is it that MROC’s can provide that other research methods cannot? At what point would you introduce it into the research?
  5. What can a community manager who hasn’t heard of a MROC before learn from them?
  6. How important is mobile to an MROC?
  7. How important is the role of ‘community manager’ within an MROC?

RSVP & Watch the Hangout

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Sherrie Rohde

Community Manager at Magento
As the Community Manager for Magento, Sherrie connects people with resources and with each other, and, since she’s just a bit passionate about the topic, she also co-produces a weekly broadcast for community professionals called #CMGRHangout. An ENFP, Sherrie is obsessed with innovation, terrified of status quo, and motivated by adventure. 
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