Engagement is the key metric of MROCs

As MROCs (or insight communities) continue to gather pace and mature as a methodology, so to does the way in which they are measured and the techniques used to manage them.

We've long been touting the benefits of small but focused communities where membership numbers are no more than 300. That's not to say you can't invite more people, but the quality of the participation and output will fall as you go much beyond these numbers, as will the time and cost of managing the community and analysing the output.

While there are still researchers and research departments that use the language of 'completes' when referring to the success of their insight community, we always push back and talk to them about 'engagement' and how you can get much greater value from a smaller number of participants, both in terms of their overall participation with the tasks and exercises but also their average number of contributions.

This metric becomes even more prevalent when you start to consider moving your insight community into a phase of co-creation where you are looking to collaborate with the leading 1% of your customer base.

Another reason why your community needs to be smaller in size and more focused is that consumers are now members of more networks and groups than ever before. To cut through the white noise is thus increasingly difficult, and puts more emphasis in the design of engaging, creative research and the need to make the intrinsic motivational factors (membership, connectivity etc) work even harder.

To find out more about how Dub can help you engage the top 1% of your customer base and build thriving communities for insight, innovation and cocreation, contact Stephen Cribbett on +44 (0) 20 7247 3327

Categories: Co-creation, Community Management, MROC, Online Communities.
Tags: cocreation, metric, MROC

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