Research Communities and Market Research Rules

One of the questions I get asked quite often is whether or not research communities, such as MROCs and Community Panels, are possible inside the rules of market research? The answer is caveated, it depends on which community and which country’s research rules. In the post below I will set out my layman’s (i.e. it could be wrong) view of where communities sit in terms of the rules. Why communities might NOT be market research? There are three main areas of concern: Many communities use client based incentives, e.g. shop vouchers, air miles, telephone minutes etc. This tends to be against societies’ guidelines as they (and some legislators) feel that this is either distorting the market or a form of sales promotion. Brands are keen to use these sorts of incentives because community members tend to prefer them and they increase the bonding of the community members and the community. If the community is intensive, for example a long term, qualitative/ideation community, the community members tend to become advocates for the brand. The view of societies’ tends to be that this is market distorting and can be seen as a form of marketing. Brands are keen on this element of […]