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MarketTools Extends Custom Market Research Offerings with Pop-up Communities
Nov 08, 2011 (04:11 PM EST)

Full-service, Short-term Communities Enable Researchers to Get Cost-effective, Focused Qualitative Insights within Short Timeframes

SAN FRANCISCO, Nov. 8, 2011 /PRNewswire/ -- MarketTools, Inc., the leader in software and services for market research and enterprise feedback management (EFM), today announced the addition of a new service to its custom market research portfolio—MarketTools Pop-up Communities™. The MarketTools Pop-up Communities™ solution is a full-service market research online community (MROC) offering designed for short-term engagements, typically two to six weeks, allowing clients to bring rich, qualitative insights to their quantitative research studies.

"Many researchers are turning to a hybrid research model that uses both quantitative and qualitative research to give them a broader scope of insights, but are frustrated with the high cost and time commitment associated with traditional MROCs," said Jim O'Hara, Senior Vice President of Market Research Solutions at MarketTools, Inc.  "With MarketTools Pop-up Communities, researchers can enrich research insights by delving deep to gather detailed qualitative insights on a focused topic for about the same cost as a traditional focus group."  

The MarketTools Pop-up Communities solution is designed to provide the benefits of MROCs without the associated high costs and long timelines.  Pop-up Communities offer targeted insights on key issues facing researchers, and provide the following benefits:

  • Faster insights:  Pop-up Communities deliver insights in tight timeframes, especially when the learning objectives are focused on one or two key questions.  The short-duration of the communities ensures an appropriate level of interaction, without a lengthy interpretation process.
  • Richer insights: Community interactions elicit more thoughtful responses from participants through exercises and discussions that are not possible with typical questionnaires.  Pop-up Communities are designed to deliver the depth and breadth of insights required by brand teams and organization leaders.
  • Lower total cost: Pop-up Communities are ideal for specific product lines or brand teams who need qualitative insights in within specific budgets and timeframes.  With Pop-up Communities, researchers are free to pursue the community size and duration that makes sense for their project, and avoid the high cost and time commitment required in typical long-term community engagements.

The MarketTools Pop-up Communities solution bring the benefits of expert recruiting, a superior online platform and world-class service to quickly deliver qualitative results for integration into a research program at a price point similar to focus groups.  MarketTools Pop-up Communities can be used to probe the results of quantitative research, and to provide additional insights to existing research.  They can be used before or after Attitude & Usage studies, Segmentation studies, Tracker studies, or any quantitative study that would benefit from the richer insights that MROCs provide.

About MarketTools, Inc.

MarketTools is the leading provider of software and services for market research and enterprise feedback management (EFM). The company is focused on providing leading organizations the actionable customer insights they need to make better business decisions that lead to high-value business impact. As the first company to make online surveys widely available on the Web, MarketTools continues its market-leading position by providing the broadest range of powerful, accurate and integrated customer insight technologies that empower companies to become the most customer-centric organizations in their industries. The MarketTools premier portfolio of technology-based insight brands includes CustomerSat™, TrueSample®, Zoomerang®, ZoomPanel® and ZoomPanel Tech™. MarketTools is a privately held company with corporate headquarters in San Francisco and European headquarters in London. For more information, please visit

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Media Contact:
Andy Kill
Airfoil PR
(650) 691-7311

SOURCE MarketTools, Inc.