{"id":1351,"date":"2017-02-21T16:45:00","date_gmt":"2017-02-21T20:45:00","guid":{"rendered":"https:\/\/www.adhoc-recherche.com\/?p=1351"},"modified":"2022-05-25T16:46:02","modified_gmt":"2022-05-25T20:46:02","slug":"lidylle-numerique-de-la-recherche-qualitative-la-mroc","status":"publish","type":"post","link":"https:\/\/www.adhoc-recherche.com\/en\/lidylle-numerique-de-la-recherche-qualitative-la-mroc\/","title":{"rendered":"L&rsquo;IDYLLE NUM\u00c9RIQUE DE LA RECHERCHE QUALITATIVE : LA MROC !"},"content":{"rendered":"<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Encore \u00e0 leurs premiers balbutiements lors de notre premi\u00e8re exp\u00e9rience en 2012, les communaut\u00e9s en ligne (Marketing Research Online Community ou MROC pour les intimes) sont aujourd\u2019hui des incontournables dans le domaine de la recherche marketing. Pour faire un raccourci simpliste, une MROC c\u2019est l\u2019\u00e9volution num\u00e9rique du groupe de discussion (focus group). Bien entendu, il y a bien des nuances \u00e0 faire puisque les deux approches ont \u00e0 la fois des diff\u00e9rences et des points communs. Je me propose toutefois de partager ma vision personnelle des avantages des MROC, au-del\u00e0 du \u00ab&nbsp;quand tu veux\/o\u00f9 tu veux&nbsp;\u00bb que permet le en ligne.<\/p>\n\n\n\n<ul class=\"wp-block-list\" style=\"font-size:13px\"><li>Typiquement, le chercheur fait face \u00e0 la m\u00eame g\u00eane de la part des participants dans les premi\u00e8res conversations post\u00e9es dans une MROC que lors des premi\u00e8res minutes d\u2019un groupe de discussion. Toutefois, et il s\u2019agit l\u00e0 d\u2019une diff\u00e9rence majeure, cette g\u00eane s\u2019estompe beaucoup plus rapidement dans une communaut\u00e9 en ligne. L\u2019\u00e9cran a ceci d\u2019utile qu\u2019il conforte plusieurs timides \u00e0 d\u00e9velopper leur pens\u00e9e et \u00e0 donner des d\u00e9tails qu\u2019ils n\u2019auraient probablement pas os\u00e9 d\u00e9voiler dans un groupe de discussion typique. Merci l\u2019anonymat!<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\" style=\"font-size:13px\"><li>Ensuite, il y a le contenu. Oh la la qu\u2019il y en a! Assister \u00e0 une demi-douzaine de groupes de discussion vous appara\u00eet une t\u00e2che colossale? Imaginez lire quotidiennement les 3 paragraphes \u00e9crits par chacun des 120 participants d\u2019une MROC. C\u2019est l\u2019\u00e9quivalent d\u2019une nouvelle de Stephen King \u00e0 tous les 2 jours! Le plus beau dans tout \u00e7a, c\u2019est que le contenu qui se d\u00e9gage d\u2019une MROC n\u2019est pas qu\u2019imposant, il est aussi d\u2019une qualit\u00e9 exceptionnelle. Oubliez les 2-3 mots r\u00e9pondus \u00e0 la va-vite. Les MROC permettent aux participants de partager leurs opinions et leurs id\u00e9es au moment qui leur convient, pendant la dur\u00e9e qu\u2019ils souhaitent, sans \u00eatre press\u00e9s ou sans crainte du regard des autres.&nbsp; Et les r\u00e9sultats d\u00e9passent les attentes!<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\" style=\"font-size:13px\"><li>Enfin, la MROC&nbsp;permet de combiner la richesse des entrevues individuelles tout en acc\u00e9dant \u00e0 une certaine dynamique de groupe. Dans un groupe de discussion, quand quelqu\u2019un parle plus fort, il peut parfois faire d\u00e9railler la conversation et \u00ab&nbsp;\u00e9teindre&nbsp;\u00bb ceux dont le point de vue est moins affirm\u00e9. Dans une MROC? On pose la question \u00e0 l\u2019individu d\u2019abord PUIS il entame la conversation avec les membres du groupe. Chacun doit d\u00e9velopper son point de vue avant de se confronter aux r\u00e9ponses des autres.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:13px\">Avoir acc\u00e8s \u00e0 l\u2019opinion&nbsp;<em>\u00ab&nbsp;non contamin\u00e9e&nbsp;\u00bb<\/em>&nbsp;d\u2019une personne pour ensuite observer les nuances de celle-ci lorsque cette personne commente le point de vue d\u2019autrui, et ce, multipli\u00e9 par des dizaines de participants, n\u2019est-ce pas \u00e7a la d\u00e9finition m\u00eame d\u2019un contexte qualitatif id\u00e9al?<\/p>","protected":false},"excerpt":{"rendered":"<p>Encore \u00e0 leurs premiers balbutiements lors de notre premi\u00e8re exp\u00e9rience en 2012, les communaut\u00e9s en ligne (Marketing Research Online Community ou MROC pour les intimes) sont aujourd&rsquo;hui des incontournables dans le domaine de la recherche marketing. Pour faire un raccourci simpliste, une MROC c&rsquo;est l&rsquo;\u00e9volution num\u00e9rique du groupe de discussion (focus group). Bien entendu, il y a bien des nuances \u00e0 faire puisque les deux approches ont \u00e0 la fois des diff\u00e9rences et des points communs.<\/p>","protected":false},"author":20,"featured_media":1352,"comment_status":"open","ping_status":"open","sticky":false,"template":"templates\/template-blog.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[18,32,17],"tags":[],"class_list":["post-1351","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-communaute-en-ligne","category-groupes-en-ligne","category-mrocs"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L&#039;IDYLLE NUM\u00c9RIQUE DE LA RECHERCHE QUALITATIVE : LA MROC ! - Ad Hoc Recherche<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adhoc-recherche.com\/en\/lidylle-numerique-de-la-recherche-qualitative-la-mroc\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L&#039;IDYLLE NUM\u00c9RIQUE DE LA RECHERCHE QUALITATIVE : LA MROC ! - Ad Hoc Recherche\" \/>\n<meta property=\"og:description\" content=\"Encore \u00e0 leurs premiers balbutiements lors de notre premi\u00e8re exp\u00e9rience en 2012, les communaut\u00e9s en ligne (Marketing Research Online Community ou MROC pour les intimes) sont aujourd&#039;hui des incontournables dans le domaine de la recherche marketing. Pour faire un raccourci simpliste, une MROC c&#039;est l&#039;\u00e9volution num\u00e9rique du groupe de discussion (focus group). 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