As most market researchers know, MROCs are “market research online communities.” But, since “market research online communities” is such a mouthful, most have taken to the acronym “MROC.”

After a series of great discussions with several peers in New York, I began thinking about the MROC name and brand. With my flight delayed on the way home and with time to kill in the Rochester airport, I came to the conclusion that we need to change the name.

Why?

First, I am not a fan of the phrase “market research” for many reasons. This terminology focuses on the physical act of collecting data instead of the value or benefit. And, the temporal focus is the past and present instead of future behavior.

The word “online” is descriptive, but is going to feel a bit dated very soon. Of course it’s online. Everything is online.

I think a better name is “ICs”, standing for “insights communities”. This new name gets the product category out of the stodgy “MR” box, is much shorter, and sounds like “I see”.

Alternative naming conventions might play off of “social”, hooking into social media, or “streaming”, as opposed to periodic primary research that follows a more episodic approach.